Differences & Repetitions

It’s always intriguing for me to see how life influences the direction of one’s work. When I was growing up in the 1980s, 4:00 p.m. meant one thing: The Oprah Winfrey Show would be on the television set in my home. Sometimes my mother would take a break from cooking to watch the show in our TV room. If the meal was complicated, she’d just turn the TV up and listen from the kitchen. Either way, 4 pm meant that it was her time — and consequently my time — with Oprah.

Plus or minus two decades later I published an article on Oprah’s Book Club in an academic journal called Critical Studies in Media Communication and, later, a chapter on the same subject in my book, The Late Age of Print: Everyday Book Culture from Consumerism to Control (Columbia University Press, 2009).

Because I’ve been ensconced in Oprah for so long, both personally and professionally, it’s difficult for me to understand why people refuse to take her seriously. I suspect a lot of it has to do with offhanded impressions about the The Oprah Winfrey Show, television talk shows in general, or indeed Oprah herself. Honestly, I don’t have much tolerance for critics who disparage or dismiss the Oprah phenomenon without studying it intensively, in all of its complexity and over the long-term. I don’t embrace all-things-Oprah by any means, yet it seems pretty clear to me that she’s transformed and even enriched U.S. culture in countless ways.

I’m excited, therefore, to see this week’s edition of the media blog In Medias Res devoted to the theme of Oprah. Here’s the lineup:

• Monday: “Stories of O: Oprah’s Culture Industries” by Kimberly Springer
• Tuesday: “Too Big to Fail” by Janice Peck
• Wednesday: “For the Sake of the Children” by John Howard
• Thursday: “I’ve Been Rich and I’ve Been Poor: The Economics of Oprah” by Vanessa Jackson
• Friday: “Oprah’s Got Beef?: Alleged Matriarchies and Masculinist Rhymes” by Kimberly Springer

I’m looking forward to seeing how the series of posts unfolds. I find that academic authors tend to be extremely cynical towards Oprah, both the person and the broader phenomenon, and so I’m keeping my fingers crossed here. Hopefully the contributors will give such complex subject matter its due.

You can expect to see me leaving comments on IMR throughout the week, since, clearly, this is a topic that’s been with me for a good long while. I’d encourage you to chime in, too. In the meantime, enjoy the Letterman-Oprah-Leno ad from last night’s Superbowl.

1944 was the year in which the world we inhabit today was born.¹

I arrived at this hypothesis in the course of the conversations I’ve had with the bright group of graduate students enrolled in the seminar I’m teaching this term, “The Social Matrix of Mass Culture.” The class is about many things, but lately its focus has been the “countercultural” response to mass culture in the United States during the second half of the 20th century. (For more on this theme, check out this post from a few months back.)

So why 1944? It was the year in which two path-breaking books were published–one from the left, the other (ostensibly) from the right. The first was Max Horkheimer and Theodor Adorno’s Dialectic of Enlightenment. The second was Friedrick von Hayek’s The Road to Serfdom. Though operating at different ends of the ideological spectrum, and though arriving at rather different conclusions, both share a surprising amount of common ground. Of particular concern for this odd group of authors are the social, economic, and political problems stemming from centralized mass production. It’s no surprise that the horrors of Nazi Germany loom large in both works.

What’s fascinating about Dialectic of Enlightenment and The Road to Serfdom is that they are also touchstone works in the “revolt” against mass culture. Put differently, in rejecting centralized mass production, Horkheimer/Adorno and Hayek collectively helped set the stage for the highly individuated mass culture that has emerged today–a culture supposedly populated no longer by estranged “cultural dopes” but by “active” and “empowered” consuming subjects.

Clearly there’s much more to say about the consonance of Dialectic and Road. More to come anon as I continue gathering my thoughts.

¹ Clearly it’s hyperbole to say “the world”; really I mean, the United States.