Measuring Oprah's Obama Influence

By CBS News correspondent Jeff Greenfield.

Here's one way you can measure what Oprah Winfrey's endorsement means for Democrat Barack Obama: the fund-raiser she's throwing for him Saturday at her Santa Barbara mansion will likely raise some $3 million.

But as Oprah herself noted when she explained her first-ever presidential endorsement to CNN's Larry King, money may not be biggest asset she brings.

"I think my value to him, my support of him, is probably worth more than any check that I could write," she said.

It's not just that Oprah is a celebrity that makes this potentially big political news. Politicians have long surrounded themselves with the glitz and famous.

And there's reason to be skeptical about the political power of celebrities. In 2004, radio's Howard Stern repeatedly bashed George Bush and urged a vote for John Kerry.

Might this not win over some of his 8 million mostly white young and middle-aged men?

According to the exit polls, 62 percent of white men under 45 voted for Bush.

But Oprah Winfrey is a different kind of celebrity -- someone who occupies a unique place in our culture; someone whose power is measured not simply by how many she reaches, but who she reaches and how.

"She's got not just a TV show where she reaches over 40 million viewers a week, she has a Web site ... she's got magazines ... and she's been at it for years so she's built quite, not just a fan base but a following, and that's key," said Elizabeth MacDonald, a senior editor for Forbes Magazine. "It's not just that she has viewers, people act on what she says."

With her daily talk show, Oprah can put books on the best seller list and start fashion, diet and exercise crazes. She has also been talking to, and with, Americans about the most intimate aspects of their lives.

So the possibilities are intriguing, but so are the risks.

"Now Oprah could be inextricably linked to Obama," MacDonald said. "And any stumbles that he makes on the campaign trail, could reflect back on her."

There is, however, one benefit Obama will clearly gain from Oprah's backing. She's already declared that she will have no other presidential candidates on her show. That would, she said, be hypocritical. Given the measurable boost that Bush got from his 2000 appearance on her program, her decision has already cost Obama's rivals an invaluable venue.

[morninglory4]

Everyone knows Oprah has accomplished a great deal for the benefit of others. She has shared her heart, her wealth and her time, and is respected by most everyone. However, I feel Oprah has done our country a grave dis-service by not allowing presidential candidates, other than Obama, to appear on her show.

Her endorsement of Obama is her right, but to not allow other candidates air time reeks of exclusivity and unfair practices. I think Obama is a good man, and a very intelligent one at that, but I do not feel someone should be elected on these facts along, or because he is black. I can''t blame the Black community for backing him. They have been the underdogs in this country since it began, and deserve respect and equal rights in all things. But people need to think things through, Obama has no experience, and even though it''s obvious things must seriously change in America, you cannot weather a storm without navigational skills, and we''re in the midst of a storm of survival, and require skillful and experienced navigation. (and even with this, we are in for a long, long storm). Hilary Clinton gets my vote. Anyone could can survive what she''s survived shows depth of character, tremendous experience, and skill.

[kailumego1]

ozilot, you paradoxical oxymoron, you implied Oprah
"At the risk of being called racist the fact that Oprah has endorsed Obama makes less attractive a candidate to me than before she announced her support."

In addition: "My gut feeling is that this is a play of the race card...I wonder how long before Sharpton and Jesse and the old Afro-American civil rights guard also announce that they are supporting Obama."

Re-read your asinine comments, "race card", "Oprah has endorsed", and "Sharpton and Jesse", now "pray tell" what does your idiotic statements imply.

And you people are always mentioning how blacks bring up the "race card", are you that blind, do you understand the difference between overt and covert.

Now did you overtly state Oprah shouldn''t endorse Obama or overtly, well it appears you''ve stated both.

Now if this was David Letterman endorsing Obama would you have brought up the "race card" or Sharpton and Jackson, no, so why bring it up here.

Actions speaks volumes where stupidity lies a foul and you wreak the putridtaneousness of racism.

[jacksteen1]

Here''s the facts for you, Okra...since you seem, once again to allow racist nonsense creep into your little pin head: Barry Obama jumped the gun by about eight years in running in this race. He didn''t wait his turn...ergo - - he loses and will NEVER achieve national office.

See what listening to the WRONG advisors does to the hopes of an otherwise-fine candidate ?

Like a raisin in the sun, to coin a phrase.

Sorry, Barry.

Now maybe you can concentrate on representing the people of Illinois.

[kailumego1]

ozilot you are either stupid for the sake of stupidity or stupid because you don''t have a clue about your surroundings other than your limited perimeter.

Where in my post did you read that I stated "the BLACKS ONLY claim to being a poor disenfranchised group.

Are you schizophrenic?

I stated Oprah can endorse, stand behind, support, etc. whomever she chooses, now how does that statement equate "poor blacks" or "disenfranchisement".

Do you have magical thinking for interpreting something that is not there?

Let me repeat, yes you are a racist idiot, and Oprah can endorse whomever she pleases, just as David Letterman, Rush Limbaugh, Bill O''Reily, etc.

Get it right!!!

[afroeric-2009]

shame on you for posting a pix from Diary of a Mad Black Woman.

The American, Oprah, supports another American, Obama. Closet racists stay in the closet and stop wasting bytes on cyberspace.

If you do not support a candidate show it by voting for your favorite candidate. It is as simple as that!

[kailumego1]

As for the rest of you bigots, because Oprah happens to be black, supporting a black candidate is "taboo", it would have been more accepting if it had come from, say, David Letterman.

You people as so transparent and full of BS, Oprah can support whomever she pleases just as David Letterman, Bill O''Reily, Rush Limbaugh, Jay Leno, etc. etc. can endorse a white or black candidate.

[kailumego1]

ozilot your response reads like a "pathetic fool", and yes you are racist, Oprah supporting Obama has absolutely nothing to do with his race, there are a lot of whites that support him as well, so what are they considered.

You know ignorance and stupidity is contagious, which apparently and clearly has been demonstrated here, anyone watching the Oprah Winfrey show knows her platform has been steered towards white middle-class Americans, of which they are her biggest supporters.

You sound even more pathetic when you criticize Obama for going to his father''s native country to urge those Kenyans to be more AIDS conscious and protect themselves.

What does this have to do with his American citizenship?

Knowing that 70% of reported AIDS cases are in Africa, I find it commendable and humanistic that he went to Africa to further awareness and garner support on the AIDS epidemic.

Why do you racist bigots hide behind corners and up under rocks waiting for the most benign opportunity to attack Obama, when in actuality it doesn''t matter if he was "squeaky clean" your racist bigotedly as[s] wouldn''t vote for him anyway..

[keithle1]

Of all the Democrats, who do you expect Oprah to support? Come on now.

[qmcknight]

I agree, race should not be brought into this.
To say that Oprah is for this candidate because he is black . . .Please tell me, what is it called when white vote for white candidates?

Do you think maybe we should have a law saying no one can vote for anyone who is the same race?

[horse3farm]

Oprah''s influence by her support to Obama will be whatever the media wants it to be.

"I think my value to him, my support of him, is probably worth more than any check that I could write," she(Oprah) said.

Careful Oprah, it just might be possible for you to be too big for your britches.