Is the mighty Oprah endorsement helping Barack Obama… or Oprah Winfrey? Kathleen Rooney, author of a book on Oprah’s Book Club, unveils five myths about the Oprah effect in the Washington Post:
- Oprah’s viewers will do whatever she tells them. In fact Oprah’s flock is selective. They ignored her William Faulkner recommendation, and Beloved bombed at the box office.
- Celebrity endorsements don’t matter. Oprah’s seems to. Obama says one appearance with Winfrey yielded 10,000 new volunteers.
- Winfrey and Obama are a natural match. While they have similar messages, Oprah is not ideological. She asks that her viewers live well but doesn't demand that they oppose anything.
- Oprah convinces her viewers to vote Obama. Oprah’s demographic actually broke for Hillary, and now seems to be leaning Palin’s way.
- Obama’s success helps Oprah. Oprah’s approval rating has actually dropped from 74% to 66% since she endorsed him.