|
''McDonaldisation, Masala McGospel and Om Economics'' is a study of the phenomenon of televangelism in contemporary, urban India undertaken by Jonathan D. James of Edith Cowan University in Australia.〔 The book discusses religion in a transnational, global context and is based on a three-year ethnographic study of Church and Hindu community leaders from India.〔 It compares televised religion to ‘McDonaldisation’, which is the process by which society takes on the characteristics of the famous US fast-food restaurant, McDonalds. The term ‘McDonaldization’ comes from the writings of American Sociologist, George Ritzer (2009). James argues that global Christian television programs that are broadcast on Indian television without any editing are similar to the process of McDonaldisation which takes a 'one size fits all', standardized approach. The book also discusses the fusion between Indian and American televangelism, referred to as ‘Masala McGospel’. James does this by attempting a case study of a program produced by the Christian Broadcasting Network (CBN) India, entitled Solutions. Whilst the author’s initial intention was to analyze Christian televangelism, James also discovered the prevalence of Hindu televangelism in India, which he refers to as ‘Om Economics’ because of the predominantly commercial nature of this phenomenon. James' study reveals that Christian televangelism in India (which comes in three varieties: global, local and 'glocal' (fusion of Indian and US ), is mainly produced by the Charismatic and neo-Pentecostal brands of Christianity rather than the 'mainline', established denominational churches. == Uniqueness == McDonaldisation, Masala McGospel and Om Economics is unique in that it places televangelism and religion in the context of globalization. This is not the norm as globalization has largely been the purview of disciplines such as economics, politics and commerce. Media scholar Sukhmani Khorana reflects in her analysis, that the author is “cognizant of macro cultural dynamics” in borrowing terminology such as ‘border crossing’ and ‘border blurring’ that show the interplay of religion, nation and media.〔 James, the study’s author infers that Hindu televangelism has been helped by Christian televangelism in the sense that the rhetoric, techniques and style have been borrowed from Christian TV (mainly of the American, Charismatic variety) and taken on board in promoting Hindu practices on Indian television. This, according to historian Randall Balmer forms “the most intriguing findings of the book” as there are historical precedents as to how colonial Christianity influenced Hinduism in various ways. Pradip Thomas singles out the sociologically grounded methodology of the study as one of the strengths of the book as the interviews with religious leaders “offer insights into their apprehensions, interpretations and understandings of televangelism". Missiologist Roger Hedlund, in his assessment sees the major contribution of the study as the emphasis on the indigenization of Indian Christianity rather than the Americanization of the faith. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「McDonaldisation, Masala McGospel and Om Economics」の詳細全文を読む スポンサード リンク
|