Oprah.com: Lifestyle expertise and the politics of recognition

The contemporary mediascape has been marked by a proliferation of popular TV genres in which the public appear as central protagonists. These genres are part of a broader shift in the relationship between media and audiences which challenges traditional conceptions of public service broadcasting and appear to represent a shift from media as public knowledge to media as constituting a space for diffuse popular engagement. A central feature of this shift has been the growing role of popular forms of expertise on television. This paper maps the main critical debates around participatory television and the role of the expert, from earlier work on talk shows to more recent discussions of reality and makeover TV. It notes a transition within the critical media and cultural studies literature from a focus on public sphere theory and questions of democratization to a growing concern with the role played by popular media culture in supporting new modes of governance based on the expert mediation of normative self-control. In this paper we analyze the role of experts on Oprah Winfrey's popular website Oprah.com, noting both the utility and limitations of a governmental perspective. Extending upon Foucault's notion of the productive nature of liberal subjecthood, the paper suggests the more positive role played by popular expertise in contributing to a media-civic culture articulated to a politics of recognition.