Erin+Media+Paper

Own's Face Value


 * "OWN: The Oprah Winfrey Network is a multiplatform media company designed to entertain, inform and inspire people to live their best lives. OWN will debut in 2009 in more than 70 million homes on what is currently the Discovery Health Channel."**
 * -- Excerpt from "Meredith Momoda Name VP Integrated Marketing..."**

Who decides what the social acceptability standards are? These self-inflicted restrictions shape how we view ourselves and those around us. These are the basis on which relationships are formed and lives are created. Is it correct to not only conform to these standards but also forcibly make others do so as well? Many shows have marketed an idea of self- worth based off of an attractive self-image while simultaneously preaching a mantra of "true" beauty is on the inside. Though the Oprah Winfrey Network seems to have a positive message for many women many of these types of "make-over" shows seem to contradict this by placing too great of an emphasis on appearance. One of the most popular shows that plays on the Oprah Winfrey Network is //What Not to Wear// which feature stylists Stacy London and Clinton Kelly. they spy on a participant that has either been secretly nominated by his/her friends and family or one who has self-nominated. The show is formatted so that the subject does not know that s/he has been followed until after being ambushed by the //What Not to Wear// crew and their friends and family. If the participant should agree to let Stacy and Clinton publicly ridicule their: fashion sense, wardrobe and hair and make-up or lack-thereof in some cases; the subject gets a preloaded credit card with five-thousand dollars to spend on a new wardrobe as long as they follow the style "rules" //(Discovery)//. After shopping, the transformation is completed with a haircut and some personal grooming lessons. When the entire process is completed the subject is taped going to a big reveal in which his or her new look is unveiled to his or her family and friends. The family and friends react with euphoria that their ugly duckling has transformed into a beautiful swan which is now the epitome of "socially acceptable." Participants then acknowledges that on can express ones' individuality by shopping at department stores and finding mass produced pieces deemed as "unique." The show is indeed entertaining; however what kind of message is it sending to the millions of women who view it?The message is this: as long as one wears the right types of clothes she is beautiful, if not the individual has potential that will never fully be reached as a consequence of their poor wardrobe. Oprah has struggled with her own self-image for many years, Perhaps this is why she has chosen to fill her network with shows from TLC such as //Say Yes to the Dress//, //Trading Spaces// and //What Not to Wear//. Along with these shows is original content such as the //The Gayle King Show// and //In the Bedroom with Dr. Laura Berman// place a great deal of importance on the appearance of women. Though //In the Bedroom With Dr. Laura Berman// features a "webisode" on pornography and how men do not wish their sexual partners resembled the porn stars in any way, there is a link to "Can a Mom be a Sex Kitten Too?" quiz which again brings the focus back to appearances (//ONLINE//). The quiz goes into detailed scenarios about children finding sexy lingerie and finding subtle ways to appear sensual while maintaining an "I'm-a-good-mommy" air ("Sex, Weight Loss and Identity). Oprah Winfrey is very familiar with her audience and their needs; her shows target a specific demographic of young to middle-ages women with families. She is the epitome of the "black-woman-who-knows" stereotype. Her sass and seemingly endless knowledge on various common health, wardrobe, and relationship problems helps to further this stereotype. She markets herself and her sponsors incredibly well. Oprah builds up her audience, telling them that they are beautiful just the way they are more than just adequate. Then in-between saying this she recommends they try a certain liquid dish soap as this specific brand will soften and moisturize the skin on your hands even during those harsh winter months. Oh and as well as that maybe this yogurt would make you feel better about yourself as it is extremely helpful in satifying those cravings without veering off your diet, which of course you have been following religiously. Now this is not to say that the Oprah Winfrey Network is completely without merit. Some of the shows such as Our America with Lisa Ling and What would You Do? OWN Edition take a more analytical view of the human condition. However overall the image of the channel is stereotypically feminine. It focuses on the physical appearance of women and needs that have been deemed feminine. OWN is gendered not just in programming it chooses to present but also in its marketing strategies. the network uses shows that place a great emphasis on appearances linked to ones' womanliness in order to effectively turn a profit. along with Oprah.com and her extremely popular O, the Oprah Magazine, Oprah Winfrey has indeed created a "multiplatform media company" that has taken advantage of every means of communication to advertise to its viewers and further extend the Winfrey religion.