THE OPRAH FACTOR: A BIG BOOST FOR OBAMA

Published on TheHill.com on December 12, 2007.

The era of celebrity endorsements ended some time ago. We no longer buy the shaving cream that Derek Jeter tells us to use; nor do we vote as some Hollywood actor suggests. We have come to assume that political endorsements are often the product of partisan loyalty rather than any particular standard of merit and that commercial testimonials come only in exchange for cash.

But Oprah’s endorsement of Sen. Barack Obama (D-Ill.) is truly unique and will have a profound impact on the presidential race. She transforms a candidacy into a movement and will increase his momentum from a growth curve to a surging wave.

It is not just that people trust what Oprah says. Her endorsement is important because of who she is and what message her support sends to those like her. As the most famo