Oprah Winfrey's leadership shortcomings and published criticism

Oprah Winfrey's Shortcomings as a Leader

As a person in a leadership role, Oprah Winfrey has been criticized in the media for advocating bad science (Jenny McCarthy's anti-vax crusade), pseudoscience (The Secret), materialism (the car give-away), and Dr. Phil. While her show is followed by millions of adoring fans, some critics question whether Oprah is well-suited for the role she inhabits. From philanthropic activities (such as the Oprah Winfrey Leadership Academy for Girls in South Africa) to her book club choices, almost every decision she makes is open for scrutiny. This paper will examine Oprah's activities, and explain how Oprah's shortcomings have given her a limited ability to be a good leader.

Oprah's most vocal (though not necessarily heard) critic may be a man named Gerard Jones, the award-winning author of the cautionary tale Ginny Good. After being rejected by virtually every publishing house in America -- not to mention kept off Oprah's Book Club list, which critics say is made up of books that "have not passed the test of literary merit," and are "populist in nature" (Lasky, 2006), Jones (2011) dedicated a vast website to exposing what he calls the superficial ideology of American marketing, the symbolic representative of which, he claims, is none other than Oprah Winfrey. Jones vents a bitter diatribe on his website Everyone Who's Anyone in Adult Trade Publishing, Newspapers, Magazines, Broadcasting and Tinseltown, Too, and finally states ironically,

"There is no God but Money and Oprah Winfrey is His messenger."

Such a pointed accusation is a telling reminder of the kind of consumerism to which Oprah panders. Jones' problem with Oprah is that instead of using her fame and position to get good books into the hands of readers, or to teach her adoring millions that money is not everything, she peddles trashy novelties and gives away cars as if this were the coup de grace of good Samaritanism. Jones argues that a true leader does not need to sensationalize: a true leader need only practice humility and speak truthfully. Oprah, Jones says, is merely self-serving and dismissive of matters of any significance whatsoever.

Oprah fans disagree by pointing to the school she set up in South Africa. But critics have their problem with that too. Some call it "just another publicity stunt" (Pittman, 2007). Some call it too lavish for South Africa. Others say charity should start at home, asking what about America's urban city children? Meanwhile, the $40 million institute has been the subject of unwanted attention after scandalous reports of abuse and a dead baby hit the media. Critics say Oprah lacks the capacity as a leader herself to run a school that teaches girls to be leaders.

Jennifer Simon (2010) says upfront and without any qualms, "I hate Oprah." Her article "10 Good Reasons You Should Hate Oprah Winfrey" is perhaps the best and most concise criticism of the TV talk show host personality to date. The number one reason on Simon's list is the fact that Oprah is an insincere happiness guru who tries to convince her audience that what she sells at her retail store is what will really make you content: "Somehow, with a straight face, she makes the contradictory claims that happiness is available for everyone and that $25 pairs of socks are the way to get it."

Simon goes on to say that like Jerry Springer and Maury Povich, Oprah panders to the kind of sensationalism only low-brow entertainers can provide: "But there's no great truth she's seeking from these people, merely audience gasps and higher ratings. The only difference between her show and the low-rent versions is that Oprah gets the A-list freaks."

Gerard Jones could easily get one of his favorite criticisms to stand on Simon's list, which is that Oprah has "whitened" her own image: She has straightened her hair, and given herself a white suburban homeowner makeover. To this end, Simon agrees: Oprah is also ashamed of her own weight and gets millions of other women to feel the same way.

The most powerful outsider ever to become an insider, she has the unique opportunity to show women that it's okay to be overweight. But instead of leading by example, she's punished herself with years of yo-yo diets, celebrating her low-weight victories by running a marathon, endorsing her chef, and famously bringing a wagon of fat onto her program (Simon, 2010).

Simon also condemns Oprah for legitimizing the authority of the huckster Dr. Phil: "He counsels strangers on their most important decisions in folksy catchphrases -- perfect for sound bites, but nearly impossible to apply in real life." In fact, simply because Dr. Phil received Oprah's endorsement and became an overnight success speaks volumes as to the perceived credibility of Oprah's opinions. Says Simon, "Her most devout admirers watch her religiously, quote her as an expert, and scramble for every product she endorses or even mentions…[which] gives her a level of misplaced trust she doesn't deserve. Anyone perceived as infallible is dangerous."

Then there is the problem of Oprah's oversized ego. For someone in her position, a little humility could go a long way to exercising the kind of role model/leadership skills that have made other influential persons truly influential. Instead, Oprah seeks to keep her followers by appearing everywhere at all times as if she were the golden calf that had to be adored. The perfect example of her egomania is O: The Oprah Magazine, of which, of course, Oprah has graced every cover.

And whether it is Suzanne Somers raving about hormone treatment or Jenny McCarthy ranting about vaccinations for babies, Oprah lets celebrities give testimony on air as if they were credible sources of medical information. Same too with the generic brand of psychotherapy peddled by Oprah: "When Oprah became enamored with The Secret, so, of course, did everyone else. Its central idea -- that you're solely responsible for your own happiness -- aligns with Oprah's ethos, but it's a dressed-up version of blaming the victim" (Simon, 2010).