The promotion of the Oprah Winfrey show didn't shy away from describing its spiritual objectives: it was created “to transform people's lives, to make viewers see themselves differently, and to bring happiness and a sense of fulfillment into every home.” At times Winfrey described her work as a religious mission: “I am the instrument of God. I am his messenger. My show is my ministry.”

Tim Wu, The Attention Merchants, loc. 794