Free Essay

Oprah Winfrey Personal Branding

In: Business and Management

Submitted By bolt
Words 761
Pages 4
Oprah Winfrey, possibly the most successful woman in television history, despite the daunting odds of being born black and poor, and having suffered from child abuse. Considering her self-made wealth and her influence Winfrey may be the most powerful woman in the United States. How did she do so? Lets discover her main Intelligences.

Intrapersonal Intelligence

Individuals who are strong in intrapersonal intelligence are good at being aware of their own emotional states, feelings and motivations. They tend to enjoy self-reflection and analysis, exploring relationships with others and assessing their personal strengths.
Compared to other talk show hosts, Winfrey opts for self-disclosure rather than discretion. Self-disclosure is concerned with information about one's self which is not readily available or otherwise easily accessible to others and must be revealed by the communicator herself. For example, Winfrey's audience would not know about her sexual abuse as a child if she had not chosen to talk and reveal it on various episodes of her television show.
Use of self-disclosure tends to facilitate communication and intimacy, and give a greater sense of being in a relationship. As Winfrey's popularity increased, so did the frequency of her personal disclosures - from childhood memories of incest to relationships with men to her struggles with weight loss.
TV viewers are supplied with a great deal of information about Winfrey's personal life. Oprah fans know about her that she's engaged, she likes Philly Steak sandwiches, she's renovating her home, she lost weight, her cook's name is Rosy...she's apprehensive about having kids, she works out to "I'm every woman. Winfrey's self-disclosures are extremely personal and present the audience with a challenge.
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Winfrey's numerous personal confessions play a key role in the fostering of a Para-social relationship with her audience and her disclosures offer her audience a unique challenge: to agree or disagree, confirm or contradict, confront or support the speaker, and in doing so, to enter in a partnership of sorts with Winfrey.
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Interpersonal Intelligence

Those who have strong interpersonal intelligence are good understanding and interacting with other people. These individuals are skilled at assessing the emotions, motivations, desires and intentions of those around them.
Oprah is powerful in the sense that millions of people will look to her in times of need. Not only will Oprah guide people with her intelligent advice but she will express empathy to each and every person she comes across. In fact, regardless if Winfrey agrees with the person or not, she will gracefully put herself in their shoes; helping them find a solution to whatever their problem may be. In technical terms, Oprah demonstrates emotional intelligence. It is because of her ability to understand and care about people that Oprah is as successful as she is. By carefully listening to people and offering sincere feedback, Oprah is able to motivate her followers for change and achievement.
When watching the Oprah Winfrey Show, television audience members enter into a social relationship with Winfrey. In this social interaction, the audience has the experience of face-to-face communication when watching television. This `intimacy at a distance' is such that people count Oprah, amongst their own friends and family members. The informal, ritualized, and interactive style of talk show hosts encourage this through a variety of ways.
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Linguistic/communication Intelligence:

What exactly is that thing that happens when Oprah Winfrey gets up and starts talking? How does she do that? Oprah's body movements and voice reinforce her words, a consistency that helps her seems "entirely authentic." completely embodied what someone is feeling internally is congruent with what they're expressing. That's what we call presence or charisma.

Oprah is someone who knows she's always being watched. She's always absorbing and always expressing something. The impression I get from her is that she's showing us how to be in the world. Another interesting feature in Winfrey's communication intelligence is her use of different voices, both in terms of wording and vocal intonation. TV viewers can easily recognize the serious Oprah, the playful Oprah, the empathetic Oprah, and the angry Oprah. When she is playful or handling a lighthearted issue, , Winfrey liberally peppers her talk with slang and familiar references. On the other hand, the "serious" Oprah pronounces her words very carefully and avoids slangs. The audience therefore knows when she is talking for them, and it knows when she is talking to them, even when Winfrey doesn't employ direct address. Winfrey talks to the audience as if they are her personal friends, as they would talk to their own friends.

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