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The moral uplift The Oprah Winfrey Show has undergone since its creation is revealed in a number of genre shifts. Instead of featuring individual deviants, she has focused on relationship problems and offered quick-fix recipes to solve them, thus taking on a more decisively therapeutic vocation. Oprah has become highly focused in her determination to embark on a spiritual mission and to make her guests' lives "successful" and "healthy." Toward that end, she has consistently used a mix of New Age spirituality and popular psychology to promote self-help themes in which all viewers can engage. As Linda Rountree, senior vice president and media director at the advertising firm of Luckie and Co., put it, "I don't think she's evangelical in terms of a particular religious sect.... It's more of a self-help, self-confidence type thing without having necessarily religious overtones, per se." This is an accurate observation, for, akin to the New Age spirituality that transcends locality, Winfrey promotes a religion of the self "thin" and abstract enough to include viewers from all ethnicities, ages, genders, sexual orientations, and social classes.
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