Opening Case

In 1986, Oprah Winfrey launched Harpo Productions, Inc. Two years later, in October 1988, television history was made when Harpo Productions announced that it was taking over all production responsibilities for the Oprah Winfrey Show from Capitol Cities/ABC, making Winfrey the first woman in history to own and produce her own talk show. The Oprah Winfrey Show has remained the number one talk show for 22 consecutive seasons. The show is seen by more than 48 million viewers weekly in the United States and airs in more than 120 countries. Oprah has differentiated her show from the rest of daytime talk shows by offering a self-empowering vision of hope and uplift. To capitalize on her name brand, Discovery Communications has formed an alliance with Winfrey to launch a new network that will go by the acronym, "OWN"--Oprah Winfrey Network--due to begin airing in 2009. Oprah will be the creative force behind the channel, developing programs on topics familiar to her predominantly female audience.1 Her popular magazine, O, sold an average of 2.4 million copies per month in 2007. Her Book Club can turn any title into a best seller. She has a satellite show, "Oprah & Friends," on XM Satellite Radio. When it comes to popularity of celebrities, Oprah tops the list in name recognition and likeability. When people are asked whether they believe she is "an influence in today's world," she beats everyone else on the list. She is unmatched as a celebrity spokesperson. In an AP poll taken in 2006, Oprah was selected the best celebrity role model of the year.2 From her humble beginnings in rural Mississippi, Oprah is not only America's richest celebrity, she is also one of the most charitable. In 1987, she created the Oprah Winfrey Foundation to aid women, children, and families. Oprah's Angel Network, formed in 1998, also raises money for charitable causes. In January 2007, she opened the Oprah Winfrey Leadership Academy in Johannesburg, South Africa. Oprah's goal for the academy is to find talented girls who come from difficult economic backgrounds and give them education and leadership training.3 Oprah's legacy has established her as one of the most important figures in popular culture. Through her television, publishing, and film endeavors, Oprah entertains, enlightens, and empowers millions of viewers around the world. Opening Case Questions:

1. Why is Oprah such a popular and admired figure on TV?

2. Oprah seems to have a clear sense of her personal meaning or purpose in life. What factors do you think have contributed to her understanding?

3. What is the locus of Oprah's charisma?

4. What effects has Oprah's charisma had on her followers?

5. What qualities of charismatic leadership does Oprah possess?

6. Does Oprah embody the example of a socialized charismatic leader or a personalized charismatic leader?

7. Is Oprah a transformational leader, a charismatic leader, or both?