Oprah shares many of the characteristics of the organic intellectuals described by Gramsci. Oprah is similar to the organic intellectuals described by Gramsci because she directs the ideas of the class from which she emerged but she is not a part of a separate class of intellectuals. In addition Gramsci asserted that organic intellectuals are produced organically alongside developments in technology to meet the social, economic or political needs of society (Gramsci, 1971). Oprah’s success and her ability to direct the people in her class has been dependent upon the existence of television and film technology so like the organic intellectuals described by Gramsci Oprah was produced organically to meet an economic and social need. Furthermore she promotes homogeneity and a sense of social function within her class (Gramsci, 1971). Oprah is a racialized organic intellectual from the working class so the interests and values of her class are threatened by hegemony exercised by white economic elites. Hegemony is the production of consent through political and ideological leadership. Coercion and persuasion are used to enable one class and their representatives to present their values and ideologies as common sense and in the best interest of an opposing class (Simon, 1991).
There is considerable disagreement over Oprah’s impact on race and class relations in the United States (Cloud, 1996). Oprah’s television persona and her rags to riches tale have been criticized for promoting the ideology of meritocracy. Critics also claim that Oprah’s success is used to prove that racial inequality does not exist in the United States and as a result she helps to maintain white hegemony (Cloud, 1996). However it can be argued that Oprah has used her influence to present alternative viewpoints through the movies she produces, the books she chooses for her book club, and the political movements she supports. The cultural hegemony of white economic elites has been justified through ideologies of racial superiority. Oprah’s commitment to presenting alternative viewpoints or sharing the values and ideas of blacks and other marginalized groups has challenged white cultural hegemony in the United States.
One way in which Oprah has used her influence to present alternative viewpoints is through the films she produces through her company Harpo. Beloved, the Wedding and the Great Debaters are a few examples of films Oprah has produced. These films have given black actors the opportunity to have lead roles in feature films (Harpo Films, 2008). The presence of these films creates an alternative hegemony to that produced by white cultural elites because in these films working class or poor blacks are celebrated instead of being marginalized or stereotyped. In addition the message of hope conveyed in films like the Great debaters transcend racial and class lines which helps to make black and working class stories and values appear more universal Oprah’s films have challenged white cultural hegemony in the United States.
Another way Oprah has used her influence to present alternative viewpoints is through her book club. Oprah’s book club has been very successful amongst whites and blacks (Davis, 2004). Oprah has used her book club to promote black authors and address issues like racism, poverty and sexism. Oprah’s decision to address issues like sexism and racism, which transcend class has resulted in her books appealing to people from different classes, consequently she has been able to influence the ideas and values of more than one class. The popularity of Oprah’s book club amongst white women has meant that many white women have become more aware of the racism which affects the black community (Davis, 2004). Oprah’s books challenge the common sense way in which blacks are portrayed in the mainstream media and can create a desire to combat racism. The inclusion of black authors like Toni Morrison challenges the ideology of white intellectual superiority. The positive images Oprah provides challenge white cultural hegemony in the United States.
Lastly Oprah promoted an alternative viewpoint through her endorsement of Barack Obama and his campaign for change. Obama is the only candidate that Oprah has ever publicly endorsed and she actively fundraised to help him in his bid to become the democratic representative (Brewer & Pease, 2008). Oprah’s opinion has been shown to impact the spending habits of Americans and a recent study illustrated that Oprah influences voting behavior. It concluded that those who read about Oprah’s endorsement were more inclined to vote for Obama (Brewer & Pease, 2008). This study shows that Oprah is a leader of the working class and that she played a role in the election of the United State’s first black president. While this event did not result in equality the election challenged white hegemony by undermining ideologies of white superiority.
The Oprah Winfrey show does not directly challenge the hegemony of white economic elites but Oprah’s support of black culture and politicians has challenged the ideology upon which white hegemony is based. Oprah has greatly influenced the ideas of the working class and has led her audience in both the political and cultural spheres.
This is a very interesting post. I think Oprah is an organic intellectual, but not for the Black working-class, even though that's where her beginnings were. I'm not quite sure how to answer the poll question though.
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