For immediate media release
Unique book on televangelism launched:
Jonathan James' book wins international acclaim
McDonaldisation, Masala McGospel and Om Economics: Televangelism in contemporary India, a book written by Dr Jonathan James, was launched by Prof. Brian Shoesmith at Edith Cowan University in Perth, Australia on 29th September.
Prof. Shoesmith explained that the book takes the American phenomenon of televangelism out of its usual context into India and seeks to understand its outworking in a new historical, cultural, religious, political, and economic setting. "Jonathan does a brilliant job with a master stroke by including Hindu religious leaders in the study besides Christian pastors" added Prof. Shoesmith.
Based on a four-year study, the book likens global televangelism to 'McDonaldisation', because of its standardised, 'one size fits all' approach. 'Glocal' televangelism, the fusion of American and Indian televangelism, is referred to as 'Masala McGospel,' because the Indian elements in the programs are overshadowed by the American grammar and logic of global televangelism. Hindu televangelism, a relatively new phenomenon, is also creating a disjunction because of the blending of New Age spirituality with the American Charismatic marketing and commercial techniques.
The well-known American academic leader and author in the area of media, religion and culture; Prof. Stewart Hoover, in the foreword to the book, described Jonathan's contribution as a "unique opportunity to look through the lens of a particularly complex, layered and compelling case study."
Prof. Sudhakar Reddy of the University of Hyderabad, India, writing in the endorsement page described the book as "one of the most intellectually stimulating books written in current times about the impact of globalisation on Christianity and Hinduism. It contains a novel approach in applying an assortment of methodologies for the study of media and religion."
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| Dr Jonathan James (right) with Prof. Brian Shoesmith holding the new book at the launch |
Jonathan James, the director of the mission organization; AEF International and an adjunct Lecturer at Edith Cowan University, said in his response that while global televangelism is unfortunately creating “consumer worshippers, rather than worshippers consumed with God”, ‘glocal’ televangelism “actually has great prospects even though it is being met with some initial resistance”.
Prof Mark Hackling, Director of Edith Cowan Institute for education research, in his closing remarks stated that the new book; McDonaldisation, Masala McGospel and Om Economics, aptly addresses strategic and vital issues in today’s globalised world in the specific areas of media, technology, religion and culture. He added that the University is proud to be part of this ground-breaking research venture.
McDonaldisation, Masala McGospel and Om Economics, published by Sage Publications, is currently available for sale at most internet book outlets including Amazon.com and Barnes and Noble as well as through the AEFI website: www.aefi.org.au
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McDonaldisation, Masala McGospel and Om Economics is now available, for a retail price of AUD $30, plus postage Mail order from AEF International P O Box 16 Duncraig East W.A. 6023 Australia. Telephone 08 93023001 email web site www.aefi.org.au#McDonaldisation Alternately, you can order direct from the publisher |
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