On the cult of Oprah:
The rituals of ‘O’ include, among other things, a kind of conversion through consumption. The self-interested deliberation thought to drive the free market is something Winfrey, though a self-made billionaire, disavows. “People would be stunned to know how little calculation has gone into the creation of my life,” she has said. Her brand, rather, developed by accident, by “[j]ust daily choosing to do what felt like the right thing to do.” Winfrey’s choices are then multiplied. She remarks that she will never eat another burger and beef prices plummet. The same also applies to her endorsements. Indeed, the ‘Oprah Effect’ is a term for the sales boost incident to the mere mention of a consumer item on one of her media portals. Of course, publishing professionals have credited Winfrey for single-handedly reviving the book-selling industry — whether contemporary or classic, books selected for Oprah’s Book Club™ immediately top bestseller lists.