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Black and More than Black: Oprah Winfrey, Race Neutral Business, and Transcending Blackness

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Abstract:

The aim of this paper is to investigate the deeper meanings of race neutrality in Oprah Winfrey’s televised program and to vet how such has effected her earning power and influence. This paper takes the position that Oprah’s ability to maintain an on-screen female persona that was both black and race neutral was instrumental in her ability to grow her syndicated television business, a success story that assisted the notion that Oprah Winfrey had transcended race. In other words, Oprah’s success flowed from a business protocol based in and supportive of race transcendence. The mechanics of Oprah’s business triumphs are dependent upon her ability to sell herself to the widest range of potential customers, which necessarily means being embraced by a significant portion of the nation’s white population. Indeed, the notion that race can be or has been transcended in America has swelled with the rise of people such as Oprah, Tiger Woods, and Barack Obama, individuals who have in part achieved superstar status by way of white subscription. By looking into the dynamics of building and floating a broad base of loyal consumers or constituents that includes a majority of whites, this paper hopes to lay bare some of the potentials for future African-American business success while also considering any limitations or points of weakness in a race neutral platform. Ultimately the goal is to gain a clearer picture of what black business portends for African-American struggles with full citizenship and participation in the American Dream.
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Association:
Name: 95th Annual Convention
URL:
http://www.asalh.org


Citation:
URL: http://citation.allacademic.com/meta/p436001_index.html
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MLA Citation:

Campbell, Yuri. "Black and More than Black: Oprah Winfrey, Race Neutral Business, and Transcending Blackness" Paper presented at the annual meeting of the 95th Annual Convention, Raleigh Convention Center, Raleigh, North Carolina, Sep 29, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p436001_index.html>

APA Citation:

Campbell, Y. A. , 2010-09-29 "Black and More than Black: Oprah Winfrey, Race Neutral Business, and Transcending Blackness" Paper presented at the annual meeting of the 95th Annual Convention, Raleigh Convention Center, Raleigh, North Carolina <Not Available>. 2014-11-27 from http://citation.allacademic.com/meta/p436001_index.html

Publication Type: Individual Paper
Review Method: Peer Reviewed
Abstract: The aim of this paper is to investigate the deeper meanings of race neutrality in Oprah Winfrey’s televised program and to vet how such has effected her earning power and influence. This paper takes the position that Oprah’s ability to maintain an on-screen female persona that was both black and race neutral was instrumental in her ability to grow her syndicated television business, a success story that assisted the notion that Oprah Winfrey had transcended race. In other words, Oprah’s success flowed from a business protocol based in and supportive of race transcendence. The mechanics of Oprah’s business triumphs are dependent upon her ability to sell herself to the widest range of potential customers, which necessarily means being embraced by a significant portion of the nation’s white population. Indeed, the notion that race can be or has been transcended in America has swelled with the rise of people such as Oprah, Tiger Woods, and Barack Obama, individuals who have in part achieved superstar status by way of white subscription. By looking into the dynamics of building and floating a broad base of loyal consumers or constituents that includes a majority of whites, this paper hopes to lay bare some of the potentials for future African-American business success while also considering any limitations or points of weakness in a race neutral platform. Ultimately the goal is to gain a clearer picture of what black business portends for African-American struggles with full citizenship and participation in the American Dream.


Similar Titles:
Black and More than Black: Oprah Winfrey, Race-Neutral Business, and Transcending Blackness

Transcending Nation, Transcending Race: Celia Cruz’s Performance of Black Internationalism

Race, Gender and Image Repair: Exploring Race and Gender in Relation to Oprah Winfrey’s Multiple Image Repair Attempts


 
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