"Oprah Factor" paying off for Obama.

Also on the Calgary Herald Q.

Celebrity endorsements aren't new. They persuade us to buy a certain brand of mascara, to buy a certain vehicle, and what band their listening to on their iPod. They also tell us what skin cleanser to purchase, what designer label we should wear and is and what shampoo is best for our hair. They rally for the environment, for political leaders and charity causes. In essence, they tell us what to do – and we do a pretty good job at following.

Usually, the problem with celebrity endorsements is that it's hard to decipher between their credibility for the product and their talent. Oprah, on the other hand, is different.

Oprah is more than just another African American with a platform. She's an icon, a legend to some. When she says jump, the housewives watching her show do it. When Oprah falls in love with a book, it is an automatic overnight sell-out. When she says she has a keen eye for a certain kind of slippers, they are sold-out in an instant. People trust her opinion even more than they trust their own.

She appeals to the average woman because she has gone through what many other women have gone through: sexism, racism, relationship and self-esteem issues and even weight issues. She knows what the average American wants, even if she's the one telling them. Her fans relate to her on a whole new iconic level. This is called the "Oprah Factor."

Barack Obama has the "Oprah Factor" on his side. Since he announced his intentions of running for President, Oprah has been quite transparent about her support for him, hosting fundraisers and lending a hand during some of his major campaigns.

She's also the nation's wealthiest African-American, which doesn't hurt either, although, this time, her money isn't going to help him out. He's got something none of the other candidates vying for the presidential seat in 2008 have. He's got Oprah and her presence is what will help him most, more so than any cheque she could write for him.

In the past, celebrity endorsements haven't had much impact on voter preferences.However, according to the weekly News Interest Index conducted by Pew Research Centre, today's young and black population are most likely to be influenced by what Winfrey says. Not to mention the two million American women who read her magazine, monthly, or the fact that she has the highest rated talk show in American television history hitting over 8.4 million viewers each weekday afternoon. Combine all that, and you have a powerhouse who could potentially sway those viewers to vote for her candidate of choice.

Interestingly enough, her most loyal viewers are women between 25 and 55, a group that also votes in large numbers in Democratic primaries. That is pretty helpful for Obama.

There is no denying the fact that the control she has over her viewers is a tad alarming. These mega-powers (Oprah, Martha Stewart, Apple, Walmart, etc.) make it blissfully easy to stay lazy by doing the work for us. It's as if we've completely forgotten to think for ourselves and make choices on our own.

Time will obviously tell just how much influence she actually has on the American population, but if the book sales are any indication, Obama's chances of becoming the next President are looking good. Obama certainly lucked out in the endorsement department. She's no Chuck Norris, but she'll do just fine.