On Oprah's show, there is one opinion more equal than others; and by the end of the program there was no doubt where Oprah herself stood on the issue. She told her audience that she found Somers's bestselling books on bioidentical hormones "fascinating" and said "every woman should read" what she has to say. She didn't stop there. Oprah said that although she has never had a hot flash, after reading Somers she decided to go on bioidenticals herself. "After one day on bioidentical estrogen, I felt the veil lift," she wrote in O, The Oprah Magazine. "After three days, the sky was bluer, my brain was no longer fuzzy, my memory was sharper. I was literally singing and had a skip in my step." On the show, Oprah had her own word of warning for the medical establishment: "We have the right to demand a better quality of life for ourselves," she said. "And that's what doctors have got to learn to start respecting."
All in all, it was a perfect hour of tabloid television. Who could look away from Suzanne Somers's sad but captivating efforts to turn back time? And if there was a stab of guilt in the pleasure we took in the spectacle, Oprah was close by to ease our minds, to reassure us, with the straightest face, that it was all in the name of science and self-improvement. Oprah routinely grabs viewers with the sort of tales of the strange and absurd that might be found a few clicks over on Maury Povich or Jerry Springer: women who leave their husbands for other women (another recent Oprah episode); a 900-pound mom (ditto). But there is a difference. Oprah makes her audience feel virtuous for gaping at the misfortunes of others. What would be sniffed at as seamy on Maury is somehow praised as anthropology on Oprah. This is Oprah's special brilliance. She is a gifted entertainer, but she makes it seem as though that is beside the point. Oprah is not here to amuse you, she is here to help you. To help you understand your feelings; drop those unwanted pounds; look and feel younger; get your thyroid under control; to smooth your thighs, nip and tuck your wrinkles, awaken your senses and achieve spiritual tranquillity so that you can at last be free to "Live Your Best Life."
Oprah takes these things very seriously. They are, after all, the answers she hopes to find for herself. If Oprah has an exquisite ear for the cravings and anxieties of her audience, it is because she shares them. Her own lifelong quest for love, meaning and fulfillment plays out on her stage each day. In an age of information overload, she offers herself as a guide through the confusion.
Her audience cannot get enough. After more than two decades on the air, the Oprah franchise continues to expand. Forty million people tune in to watch her television show each week. O magazine, which features her picture on every cover, sells more than 2 million copies each month. She has her own satellite radio channel and a very popular Web site. Forbes puts Oprah's personal fortune at $2.7 billion. Her empire is about to get bigger. Oprah has made a deal to launch her own cable television channel that will reach 70 million homes. It will be called, of course, the Oprah Winfrey Network and will include Oprah-approved programming on health and living well. In announcing the deal, Oprah said, "I will now have the opportunity to do this 24 hours a day on a platform that goes on forever."
Oprah says things like this without irony. But really, how could it not go to her head, even a little? Her most ardent fans regard her as an oracle. If she mentions the title of a book, it goes to No. 1. If she says she uses a particular wrinkle cream, it sells out. At Oprah's retail store in Chicago, women can purchase used shoes and outfits that she wore on the show. Her viewers follow her guidance because they like and admire her, sure. But also because they believe that Oprah, with her billions and her Rolodex of experts, doesn't have to settle for second best. If she says something is good, it must be.
This is where things get tricky. Because the truth is, some of what Oprah promotes isn't good, and a lot of the advice her guests dispense on the show is just bad. The Suzanne Somers episode wasn't an oddball occurrence. This kind of thing happens again and again on Oprah. Some of the many experts who cross her stage offer interesting and useful information (props to you, Dr. Oz). Others gush nonsense. Oprah, who holds up her guests as prophets, can't seem to tell the difference. She has the power to summon the most learned authorities on any subject; who would refuse her? Instead, all too often Oprah winds up putting herself and her trusting audience in the hands of celebrity authors and pop-science artists pitching wonder cures and miracle treatments that are questionable or flat-out wrong, and sometimes dangerous.