We were gabbing about Oprah’s abundant advice on how to improve our health, relationships, homes, finances, spiritual lives, fashion sense, and the list goes on and on. Winfrey inspires masses of women all over the world. And yet, it dawned on me, for every Oprah fan I’ve come in contact with, there has also been someone who can’t hide her vitriol about the media sensation. I wondered why.

So Oprah made a very exciting announcement on her show last week. To commemorate the last season of her talk show/infotainment hour, the most powerful woman on American daytime television is bringing her audience to Australia, courtesy of Qantas Airlines and Tourism Australia. Then John Travolta popped out of a plane.

And yes, they’re going to rename the Sydney Opera House the Oprah House.

So I felt it was timely to read Robyn Okrant’s book Living Oprah. From January 1 2008 this performance artist/yoga instructor/self-confessed Oprah addict wrote a blog dedicated to following every piece of advice released by every facet of the Queen of Television’s media empire. From her television chatshow, to O magazine and her online website, author Okrant would dedicate herself to ‘living her best life’, as per Oprah’s instruction. Novels bearing the Oprah book club seal of approval would be read, the medical advice of special guest Dr Oz would be followed and the various exotic dishes that met with approval would be dined upon.

To be honest, reading a book a day seems a lot less daunting now.

Okrant takes us through her experiences living under Oprah’s instructions on a month by month basis. Each chapter ends with itemised breakdown of the costs incurred and time spent on each activity. Also the growing popularity of Okrant’s Living Oprah blog transforms the author into a media personality of her own right, although on a much smaller scale. One of the admirable aspects of her endeavour is her refusal to accept endorsements, despite the financial costs of abiding by the rules of her challenge. Every time a book title is announced on Oprah’s book club amazon’s electronic shelves are emptied.

This leads to an interesting question. Should one person wield so much influence over such a large number of people? I remember Oprah’s syndicated show back in the 80’s when it was indistinguishable from the many other talkshows on the airwaves – Phil Donohue, Arsenio Hall, Regis and Kathie Lee. Oprah is now the face of an incredible media empire. She is courted by corporate, charities, celebrities and national tourist boards. Okrant begins to feel concerned when her guru announces her support for Barack Obama as presidential nominee as a ‘private citizen’. Had the chosen candidate been anyone else on the ticket, would she have been willing to throw her vote away for the sake of her project?

I believe the first time I encountered the word ‘Oprahism’, was in William Gibson’s Idoru. The book is set in a near-future era, where AIDS has been cured due to a mass media ‘saint’ and various new cults have sprung up to challenge traditional religions, including the worship of Oprah Winfrey herself. It was an amusing conceit, but perhaps we are starring at the disturbing reality right now.

Okrant’s book posits how is it possible to abide by any of the lifestyle philosophies, or commercial endorsements, when many are contradictory. A programme promoting detox diets may well be followed by an episode featuring a delicious desert. For want of a better word, Oprahism appears to represent a confusing mixture of cosy Objectivism, a Luddite resentment of modern technology, rampant consumerism and body fetishism. Okrant suggests that Oprah’s influence is so pervasive her audience swallows all of this whole, without any real critical assessment.

Of course Okrant’s own role in this is questionable. How sincere is this project? Is it performance art keyed to trending topics? For one she promotes that execrable book The Secret (which has also received Oprah’s thumbs up) – I don’t object to positive thinking so much, as the poisonous notion of ‘negative attraction’. Also during the period of writing ‘geek chic’, was quite popular. So Okrant quotes “With great power comes great responsibility”, attributing it to Uncle Ben from the movie Spider-man, 2002. I told you I was a geek.” Quoting from the movie does not make you a geek – it makes you an audience member!

While this is a interesting project, I couldn’t help but suspect a degree of parasitism.

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