The 21st Century Televangelist

The National Post, a Canadian newspaper, asks whether Oprah Winfrey is a talk-show host or a spiritual guru. (http://www.nationalpost.com/arts/story.html?id=729239) I’ve always considered Oprah to be more misguided than manipulative. She is the poster girl for today’s feel good, “it’s all about me” spirituality. The adage that seems to best apply to her New Age philosophies is, “The road to hell is paved with good intentions.” But after reading the above article, I am reconsidering my assessment of her as genuine.

Just what exactly is motivating Oprah? Is it simply an “enlightened” desire to see people happy and “fulfilled”? Not quite, according to Kathryn Lofton, assistant professor of religious studies at Yale University . The academic says to look no further than Oprah’s commercial empire for the real inspiration: “"Her imperative is not to save souls. Her imperative is to give you a line that makes you want to return and consume the product."

That’s awfully cynical, Prof Lofton. Are you saying that behind the spiritual guru is nothing more than an opportunistic entrepreneur? How about the Katrina rebuilding and the Angel network? “"I think there is a sincere desire to give back - and you can see it on the documentaries that you can buy on the website for $29.95."

Ouch.

Jokes aside Lofton makes a good argument. Oprah’s rallying cry does seem to focus around, as Lofton phrases it, “’Buy this product, and I'll change your life.'” Chicago actress Robyn Okrant can offer one example as to how her life has changed. Okrant started a blog, “LivingOprah.com, recording her year-long efforts to live as Oprah would have her live. She watches the program, tracks what products Oprah says she ‘must’ buy, she reads the magazines, makes the recipes, buys the Favorite Things.” Okrant reports that she has spent nearly $2,000 and was forced to move into a smaller apartment after her rent was increased. (It was either move or abandon the Oprah project.)

Perhaps Oprah is the 21st century televangelist. The 20th century televangelist was a smarmy Southern man who promised that if you gave him money he would heal you and bring God’s grace down upon you. Maybe the 21st century televangelist is an intelligent, wealthy woman from a major metropolitan city who will teach you the secrets of your divinity and how to empower yourself . . . if you send her your money.


Donald Tremblay