Wednesday, May 25, 2011

How Oprah Became a Messiah
















Blog posting by Kathryn Lofton, author of "Oprah: The Gospel of an Icon" - special to CNN
In an era in which religion was increasingly portrayed as either idiotic or extremist, Oprah plotted a middle way in which her viewers could be both believers and critics, both consumers and missionaries. She criticized religious institutions on her show but she encouraged spiritual practices. She encouraged everyone to buy her favorite things but also to offer the gift of themselves to the world.

To be sure, Oprah’s message focused on a particular audience. Women disproportionately found comfort in the set of problems Oprah introduced as hers (and, therefore, yours).

Yet it is important to note that her corporate makeover increased not only her spiritual consequence for women around the world, but also her profit margin. Beyond the show’s new look and focus, she began to develop her brand, including, eventually, her book club, magazine, web site and her Angel Network. Her spiritualization enhanced her media incorporation. . . .

Over time, Winfrey developed a careful programming slate that seemed less overt in its converting ambitions. She invited fewer and fewer spiritual advisers, for example.

But as the star of her own spiritual transformations, she was eventually able to provide any answer to any problem. If contemporary authors caused her troubles, she turned to her bookshelf for classic authors to discuss. If American students seemed disinterested in her uplift, she turned to Africa to start a school. Her spirit became increasingly articulated as a global phenomenon. . . .

Oprah represented humanity’s ceaseless interest in spiritual responses to personal problems. We now live in her world: one of first-person confessions, required makeovers, and spiritual consumption.

The measure of her consequence will be not in whether or not she mattered to you, but whether the world you occupy looks more like hers than you know.
To read the full blog-posting click here.