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."
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.
For more information, visit: www.aefi.org.au