Oprah Can’t Do Much For Obama
New America Media, Commentary, Earl Ofari Hutchinson, Posted: Dec 05, 2007
Editor’s note: Oprah Winfrey is backing Barack Obama, but her fame could be as much liability as an asset. NAM contributing editor Earl Ofari Hutchinson is an author and political analyst. His new book is “The Latino Challenge to Black America: Towards a Conversation between African-Americans and Hispanics” (Middle Passage Press).
Oprah can’t help Barack Obama nail Hillary Clinton in Iowa, New Hampshire, or even South Carolina. The throng of Oprah groupies that pitched camp in front of the Obama campaign headquarters in Columbia, S.C. to get free tickets to see her and Obama at the Colonial Center were there to ogle, and if they were lucky, touch the garments of America’s favorite TV earth mother at the auditorium.
But this doesn’t mean they’ll vote for Obama. A Pew Research Center poll after a big Oprah fundraising bash in September found that, by a crushing margin, respondents said that Oprah’s tout of Obama won’t sway them the least bit. And it shouldn’t. Despite all the talk about Oprah being a transcendental force that supersedes mere celebrity mortals, she’s still just that – a celebrity. The thousands that clawed for tickets to rub shoulders with Oprah at her Obama pep rally in Columbia, S.C. were there precisely because of her star power and Americans’ insatiable celebrity mania.
Celebrity endorsements, however, often fail miserably. Willie Nelson, Madonna, Jon Bovi, Martin Sheen and George Clooney are big-money celebrities and virtual household names. They all endorsed Democratic presidential candidates in 2004. Nelson endorsed Dennis Kucinich. Bon Jovi endorsed John Kerry. Sheen endorsed Howard Dean. Madonna backed Wesley Clark. One of their picks went down to flaming defeat. The other three never came close to getting the Democratic presidential nomination.
Clooney, meanwhile, publicly declared that he hoped that his non-endorsement of Kerry probably helped him at the polls. It didn't. Though Clooney now backs Obama, he’s still very mindful of the potential liability of fame and has publicly said that he thinks campaigning for a candidate hurts a candidate. Clooney recognized a political truism that's etched in stone: A celebrity endorsement of a presidential candidate has little effect.
The one group that Obama hopes is the rare exception to this rule is black women. He is banking on Oprah to help him smash through the Hillary love fest that many black women have with the New York senator. In South Carolina, black voters make up nearly half of the Democratic voters – a greater proportion than any other state – and black women make up a significant proportion of that vote. Though most adore Oprah and are aware of her longstanding backing of Obama, this hasn't shaken their support for Clinton. Nearly three times more black women say they'll back Hillary over him, and that’s especially true among lower income, working-class black women. She is a woman, mother, and, most importantly, is regarded by many black women as a strong advocate for health care and women's interests.
Selling Obama is not like selling an author in Oprah’s book club, where the mere mention of a name guarantees to send a book hurtling to the top of the charts. Voters make their decisions about politicians based on a combination of factors, party affiliation, their stance on the issues, their political beliefs, and their experience at getting the job done. Few will rely on Oprah’s word that Obama is the best to handle global warming, tax policy, the Iraq war, terrorism, job creation and inflation, failing public schools, criminal justice issues or judicial appointments.
Only a candidate can forcefully and clearly articulate his or her grasp of the issues, and most importantly, convince voters that he or she is the most experienced. That’s the glaring Achilles’ heel for Obama. In every poll, even the most rabid Clinton loathers rank her at the top of the pile in experience in dealing with foreign and domestic issues. Voters got burned badly with Bush. His gross inexperience in statecraft before grabbing the White House cost Americans dearly as he has bumbled and fumbled on everything from the Iraq war to domestic policy. Many voters won’t make that mistake again.
That's not to say that the right endorsements don't help a candidate. But they have to be the right endorsements. They tend to come from seasoned politicians and respected industry, labor or public interest groups that have the trust and confidence of voters, and a solid track record in fighting for legislation and public policy change. That’s also not to say that Oprah’s endorsement will hurt Obama. The hype, promotion, and allure of Oprah have some value in raising even higher Obama’s media visibility.
The O and O show has caused tongues to wag and eyebrows to raise. Oprah and Obama will draw legions to their campaign stops. But that won’t be the knockout wallop Obama counts on to floor Clinton. Celebrities don’t and shouldn’t pack that kind of political punch. Not even Oprah.
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User Comments
Teresita Bautista on Dec 05, 2007 at 18:42:28 said:
Frankly, though Obama does offer a refreshi ng change in the electoral landscape, mainstream U.S. voters, those in the middle and southern sections of the country, are not ready for a black president.
I remember the unfolding campaign of B.Clinton and A. Gore while visiting in Omaha in 1994, and felt that the country was ready for a change, and they succeeded.
I do feel that race has an impact on the presidential race. H. Clinton is appealing to the women's vote, but her foreign policy experience is also limited.
It does not look like we will be rid the "forever" war in the Middle East, even in the tenure of the next president. Until there are real choices in candidates, status quo politics will continue to rule our daily lives.
tcbconsultant@yahoo.com
Craig C on Dec 05, 2007 at 14:25:44 said:
Obama clearly articulates his vision for America and doesn't nee a spokesperson. What he needs is more exposure.
My impression is that the more people hear and learn about Obama, the more likely they are to support him. (That's been the case with me.) His recent improvement in IA, SC and NH relfect how spending time in those states has helped his popularity.
Oprah alone may not change people's minds, but if she brings a wider audience to hear his message, it should provide a lift. Unlike many celebrities, she certainly won't hurt his chances.
Kate on Dec 05, 2007 at 09:08:43 said:
Oprah's endorsement has already helped Obama a lot. When she first endorsed him on Larry King and her own show back in the fall of 2006, his book became number one and he went on to be the greatest grassroots fund raiser ever. And since it was announced that she would campaign for him, he's been catching up to Hillary quite rapidly, and is now beating her among women in Iowa. And while polls shows that Oprah's endorsement makes no difference to most voters, the same poll found that for blacks and women the Oprah endorsement is a net-positive.
Jim on Dec 05, 2007 at 08:24:35 said:
Millions of women look up to Oprah as the incredably strong woman that she is. Are you really telling me that Oprah won't have an influence? How about her speaking to a group of South Carolina black women, who are too afraid to vote for Obama because they fear that he will be assasinated by some nut. Are you telling me they won't be inspired to stand up and not be afraid to vote for him? That's ridiculous!
truth13 on Dec 05, 2007 at 06:24:27 said:
Celebrities like Oprah, who have little to offer other than free cars and toys, should have little to do with elections. Oprah must not think that voters have much thinking power if celebrity is what is needed to win an election.
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