Oprah Winfrey at the Golden Globes: Using Epideictic Rhetoric to Celebrate an Alternative Vision for America Danielle Marie Collett | Emory University

Oprah Winfrey currently occupies the role of one of the most influential women and effective African American philanthropists in history. Winfrey’s acceptance of the Cecil B. DeMille award at the 2018 Golden Globes provided her with a kairotic moment to address and amplify what has come to be known as the #MeToo movement, a global movement to end sexual harassment and assault. This paper ana- lyzes Winfrey’s epideictic rhetoric and the alternative vision for America she creates during a time of political polarization. Beginning with an examination of the role of Winfrey’s situated and invented ethos in this example of epideictic rhetoric, the paper then examines Winfrey’s use of rhetorical figures in constructing her message of feminist empowerment and equity. Ultimately, the paper concludes that Winfrey’s effectiveness stems from the power of her humility to address the need felt by millions across the globe for an alternative, inclusive, just America.

On January 7, 2018, Oprah Winfrey walked Pictures.” The Hollywood Foreign Press on stage at the Golden Globe Awards cere- Association presents this award for those who mony to deliver a speech that would not have made outstanding contributions to the merely thank the academy, but also inspire world of entertainment. From honoring Walt every member of her audience to think more Disney in 1953, to recognizing Meryl Streep deeply and critically about some of the most in 2017, the Cecil B. DeMille consistently important societal issues of this generation. celebrates individuals who have helped change The Hollywood Foreign Press Association’s and shape society (Hollywood Foreign Golden Globe Awards has recognized excel- Press Association). lent film and television for75 years, annually Mr. Cecil Blout DeMille was an American bestowing awards and honoring the indus- filmmaker and often referred to as a founding try’s best works. Although there are more father of cinema, producing 70 silent and than 25 different categories that range from sound feature films. The Hollywood Foreign “Best Screenplay” to “Best Actress in a Motion Press Association decided to name the award Picture Made for Television,” one of the most after Mr. DeMille because of his international unique awards remains the “Cecil B. DeMille recognition and respected name. In 1952, Mr. Award for a Lifetime Achievement in Motion DeMille received the first eponymous award

Collett | 105 at the Golden Globes for his Academy Award especially with respect to sexual assault. In Best Picture film,The Greatest Show on Earth. 2017, the phrase gained a hashtag and went Since 1952, the Cecil B. DeMille award viral on several social media platforms. The has been presented annually to a total of 50 spark came from Alyssa Milano, an American men and 14 women (Hollywood Foreign actor and activist, who used it in support of a Press Association), celebrating the contribu- friend’s sexual assault allegations against tions of individuals in the entertainment American film producer, Harvey Weinstein industry. The award is primarily presented (Borge). Milano posted a tweet suggesting to well-known and distinguished actors and that if the social cause were re-energized, she actresses rather than television stars (with hoped people would gain a better sense of the the exception of Lucille Ball), further con- magnitude of the issue (@Alyssa_Milano). tributing to the excitement of honoring its Since then, the #MeToo movement has first African American woman. become a worldwide phenomenon, searched In 2018, the Golden Globe Awards chose for on Google in 196 countries in 2017 to recognize a woman well-known across (Langone). Because of the attention drawn America for her inspiring talk show that has back to the movement, people around the captivated millions: Oprah Winfrey. With world, both men and women, recognized that her effective use of both situated and this once-fledgling movement’s time had invented ethos embedded in her powerful come. Time magazine named “The Silence rhetorical choices, Winfrey managed to cre- Breakers” as the 2017 Person of the Year, hon- ate an alternative vision for America. As oring not one individual, but all of the Winfrey stood on stage, she constructed a women involved, including Milano. vision characterized by empowerment and On January 1, 2018, the National Women’s inclusivity, opposed to the one built on Law Center announced the creation of the injustice and corruption. This paper begins Time’s Up movement, a legal defense fund by exploring the contextual background of that would raise money for both men and Winfrey’s speech to situate itself in the time women to fight against sexual assault. The period in which it was given. It delves into movement was founded on the premise that both the situated and invented ethos which every person had the right to earn a living, to Winfrey created for herself, closely examin- take care of themselves and their families, ing the components of effective ethos. The without the impediments of harassment and paper concludes with an analysis of sexual assault, especially in the workforce Winfrey’s stylistic rhetorical choices and (Langone). At the 2018 Golden Globe Awards, shows how her use of epideictic rhetoric almost all of the women in the audience wore enabled her to reach women around the black or clipped a “Time’s Up” pin to their world, empowering them to find their voice clothing to show support for the movement. and, ultimately, speak their truth. Oprah Winfrey received the Cecil B. DeMille Award and spoke about the growing need for The Context of Winfrey’s Speech women to emerge from the shadows and share In 2006, activist Tarana Burke coined the their stories, their truths. Her speech spurred phrase “MeToo” in an attempt to encourage another hashtag, #OprahforPresident, not women to show solidarity with one another, because she necessarily exhibits presidential

106 | Young Scholars in Writing Collett | 107 ambitions, but rather because of the powerful affect a rhetor’s persuasiveness” 162( ). Rhetors, vision for America she created in her nine and such as Winfrey, use their situated power to a half minute speech. influence the ideology of participants in a In addition to her established situated rhetorical situation. In this way, Winfrey’s sit- ethos, Winfrey used rhetorical devices such uated ethos also helps contribute to her as enargia, anaphora, polysyndeton, and speech’s success, allowing her to divulge rele- kairos to create invented ethos that allowed vant ideas crucial to her speech. Her situated her to deliver a compelling, memorable ethos is magnified largely through the self-ef- speech that sent an extremely influential facing way in which she speaks minimally message: the time is up for ignoring prob- about her own career, instead focusing on the lems, and the time has come to take a stand. success of those around her. As she looks across the room at her audience, she asserts Situated Ethos that “each of us in this room is celebrated and Epideictic Rhetoric because of the stories that we tell, and this Winfrey has comfortably situated herself in year we became that story.” Winfrey chooses the homes of millions over the past 30 years. to take the spotlight off of herself and shine it The Oprah Winfrey Show remains the high- on every individual in the room—and across est-rated daytime talk show and a platform America—who has helped by sharing their in which people of all ages, genders, and story. Dr. Mary E. Stuckey, Professor of ethnicities can find common ground Communication at Pennsylvania State (History). Over the years, Winfrey has suc- University and an author of many books cessfully developed a maternal persona for focusing on rhetoric used in politics, explains people across the United States due to her that “one of the most pronounced aspects of daytime show that serves as an educational Winfrey’s speech was her tone of ‘gracious platform, offering advice and giving others humility’” (Ettachfini). Winfrey’s humility a voice. Because she projects this maternal allows viewers to see her less as a celebrity and persona rather than that of an untouchable more relatable, ultimately making it easier for celebrity, her audience at the Golden Globe them to subscribe to the message of her Awards likely found it easier to trust and speech. Before Winfrey steps on stage to empathize with her. It is exceptionally begin her speech, it is evident she has already important for speakers to develop ethos to won her audience’s respect, allowing her to gain the trust and respect of their audience, focus her efforts on the deep, more personal and Winfrey’s situated ethos allowed her to cause. Not only does Winfrey exemplify effectively establish herself as a credible strong, situated ethos; more importantly, source and speaker. according to Dr. Stuckey, she chooses to use Situated ethos specifically refers to the it to “praise the common person.” Although esteem in which the person is held and how Winfrey is viewed as someone with great wis- he or she establishes him or herself within a dom, knowledge and poise, her focus, in this community. Crowley and Hawhee state that speech and in her myriad other public “Because rhetoric is embedded in social rela- appearances, is not on being perceived this tions, the relative social standing of way but rather on inclusivity and celebrating participants in a rhetorical situation can community values. With this approach,

Collett | 107 Winfrey makes use of epideictic rhetoric as a finds that they are “caught in a celebration of means of strengthening her ethos. their vision of reality” (128). Aristotle defines epideictic rhetoric through Through Sullivan’s view, it becomes appar- his classifications of oratory for persuasive ent that Winfrey’s speech largely focuses on speech. As Jonathan Barnes explains in his reaffirming the value of inclusivity held by introduction to Aristotle’s rhetoric: many Americans. This reaffirmation is -par Aristotle’s tripartite division of kinds ticularly powerful when set against the of oratory provides a continually use- backdrop of a recent presidential campaign ful system for classifying discourse. that many Americans perceived as a rejection Basically, Aristotle distinguished three of values such as inclusivity, diversity, and types of persuasive speech—forensic, gender equality. Winfrey’s speech does not deliberative, and epideictic— appeal to logos, backed with statistics and according to purpose, audience, situa- data. Rather, it presents aspects and issues tion, and the time domain relevant in today’s culture through the lens concerned…. And epideictic oratory of a woman who has persevered to have her concerns a current, here-and-now voice heard. Winfrey exemplifies Aristotle’s judgment over whether something description of epideictic rhetoric as she deserves praise or blame; funerals and “[solidifies] the values of [her] audience” awards ceremonies are the natural set- throughout her speech. By appealing to tings for epideictic discourse that ethos, rather than logos, she aligns herself ultimately aims at solidifying the values with each individual in the audience, draw- of its audience. (Aristotle 2159, 2161, ing on her own personal experiences and emphasis added) then calling for immediate action. Winfrey presents herself as a woman for women, a Aristotle describes how epideictic rhetoric friend and supporter who will stand by her seeks to emphasize a point that is relevant truth and encourage others to speak theirs. to the time in which the rhetor is speaking. Epideictic rhetoric is further explained as a Enargia: The Art of Storytelling means of establishing ethos by Dale Sullivan, While Winfrey’s larger message celebrates who describes the rhetor’s role, theorizing an inclusive vision of America, this message the importance of ethos for epideictic rheto- is constructed through a series of rhetorical ric. He describes how “[although] the rhetor techniques. Effective storytelling proves to is considered someone extraordinary, some- be one of the most powerful rhetorical tech- one uncommonly gifted with insight and niques Winfrey chooses to use, significantly wisdom, he or she is considered a common contributing to her invented ethos, or the member of society, a spokesperson who ethos she obtains from linguistically ingra- embodies commonly held values” (128). He tiating herself with the audience (Hall). emphasizes his point by describing how epi- Winfrey opens her speech with a descriptive deictic rhetoric can be defined as the flashback to1964 . She is “sitting on lino- experience of the members of the audience leum floor of [her] mother’s house in who can relate and empathize with the Milwaukee watching Anne Bancroft pres- rhetor’s message or speech. The audience ent the Oscar for best actor at the 36th

108 | Young Scholars in Writing Collett | 109 Academy Awards” and Sidney Poitier, “the view the Cecil B. DeMille award as one most elegant man [she] had ever seen,” walk bestowed upon her as an individual, but on stage to receive it. With a descriptive rather, one bestowed upon every woman personal reflection that Winfrey presents to who can empathize with her words. For her audience, she immediately elevates her- Winfrey, the award is not one that cele- self by effectively pulling her audience back brates herself but rather celebrates every to a shared memory, as many in the audi- woman in the room and across America ence quickly remember the momentous who has “shared [her] personal story.” By occasion. This is a beautiful example of the utilizing powerful rhetoric and storytelling way Winfrey uses enargia, a powerful rhe- that highlights inclusivity of all the women torical technique that aims to create a vivid, in the room and across America, Winfrey lively description (Burton). The shared establishes invented ethos, allowing her to memory she discusses connects her with her connect with the audience and foster a rela- primary audience. She reaches them on a tionship built on empathy and trust. personal level and activates their emotions as they recall their experience or imagine Winfrey’s Stylistic Rhetoric the moment, thereby building her ethos. To build effectively on her use of enargia, Winfrey goes on to express her admira- Winfrey uses a range of rhetorical devices tion for Sidney Poitier, the first African that emphasizes some of her strongest American man to receive this award, and points and leaves a memorable impact on the effect this moment continues to have on her audience. For example, she brings to her. She expresses how she “tried many, light the idea that the award she received is many times to explain what a moment like not just one that affects the entertainment that means to a little girl, a kid watching industry but rather “one that transcends from the cheap seats as [her] mom came any culture, geography, race, religion, or through the door bone tired from cleaning workplace.” By widening the scope of the other people’s houses.” Winfrey uses the art impact of the award and its meaning, of storytelling to paint her experience in Winfrey elevates herself as a woman pas- vivid detail, creating a strong visual for the sionate about other women and their role in audience, as well as a strong sense of identi- society, strongly asserting both situated and fication from audience members who share invented ethos. Additionally, this section of her working-class roots or who have experi- her speech acknowledges the diversity of enced a parent’s hard labors for them. She women’s experiences and embraces the idea effectively cuts across races, cultures, and of intersectionality. Feminism has been crit- even classes, bringing together women who icized for being overly focused on the deserve to share the same celebration. She experiences of white women. Winfrey mod- extends past her anecdote to explain how els the type of inclusivity many feminists she is “proud and inspired by all the women look to embrace to create a vibrant, sustain- who have felt strong enough and empow- able movement. Embedded in this elevation ered enough to speak up and share their is the subtle yet impactful use of both personal stories.” As Winfrey continues to anaphora and polysyndeton as rhetorical speak, it becomes clear that she does not strategies for emphasizing her message

Collett | 109 about women’s leadership and the need to eight times as he discusses freedom and jus- take a stand, not for what is easy, but for tice for the African American community. what is right. The emphasis of this repetition throughout makes the phrase, and by extension King’s Anaphora: The Power of Repetition speech more memorable (Dlugan). Similarly, Winfrey emphasizes the need for women’s Winfrey’s use of anaphora throughout her leadership and recognition through her use speech allows her to strongly emphasize her of anaphora, describing how the women point that women’s leadership is essential to who have received this award with her are the backbone of America, and the ability to the ones whose names we’ll never know. share each and every woman’s story is She says: important for societal acceptance. They’re the domestic workers and farm workers. Polysyndeton: The Power of Emphasis They are working in factories and Another important rhetorical device they work in restaurants, and Winfrey uses is polysyndeton, or the empha- sis of conjunctions such as “and,” “or,” “for” they’re in academia, engineering, and “but,” which serve to add power to medicine, and science. other words (Zimmer). When Winfrey rec- They’re part of the world of tech and ognizes the press’s desire to uncover the politics and business. truth and ensure that people refrain from turning a blind eye to injustice such as the They’re our athletes in the Olympics “tyrants and victims, and secrets, and lies,” and they’re our soldiers in the military. she uses polysyndeton. This powerful rhe- Winfrey effectively highlights women’s torical device allows her to slow down the diverse career paths and achievements in pace of her sentence, strictly highlighting order to lift the veil of invisibility that often the list of societal corruptions she asserts can shields others from recognizing such no longer be ignored. Her rhetorical imple- achievements. Her repetition of “they’re” as mentation conjures the feeling that the ideas she speaks about the millions of women are building up, ultimately contributing to whose work may never have been noticed or the climax of her speech. Additionally, her recognized, carefully hands the power back use of polysyndeton contributes to the over- to them through the focus it creates and all cadence and rhythm of the speech. With emphasizes. Many pivotal speeches through- her voice fluctuating and building emphasis out history utilize anaphora, the repetition with each following word, she effectively of words and phrases at the beginning of captivates her audience while simultane- successive clauses as a rhetorical technique ously communicating the impactful (Burton). In Dr. Martin Luther King Jr.’s “I message: As a society, we collectively can no Have a Dream” speech, the use of anaphora longer refrain from participating and taking is prevalent and serves as a rhetorical device action to combat the injustice we see. that allows him to emphasize the most Winfrey’s rhetorical devices play a crucial important aspects of his speech. Throughout role in creating a compelling speech and his speech, “I have a dream” is repeated contributing to clearly emphasizing her

110 | Young Scholars in Writing Collett | 111 overarching message. Her use of rhetorical hope that “nobody ever has to say ‘Me Too’ devices is especially powerful because she again.” Her references to Rosa Parks and does not merely pepper in a few stylistic Recy Taylor reminded her audience that devices but rather builds her speech through African American women were part, and her style. have always been part, of this protest (Davis). The right timing of appropriate material Kairos: A Sense of Time, Place, shared directly relates to the rhetorical and Action importance of time, place, and audience, Classic rhetors chased kairos: they trained for allowing for reinforced credibility and situ- it. In ancient Greek, the term kairos means ated ethos of the speaker. In her speech, “a sense of time” (Harker 81). In essence, kai- Winfrey asks all of the women in the room ros represents the most opportune time for a to maintain hope for a “brighter morning,” decision or action. Winfrey’s thoughtful tim- inviting them to speak their truth, even if ing is one of the main reasons her speech they are unable to see the impact of doing so. conveys such power. Rhetorician Sheri Both Winfrey’s primary and secondary audi- Helsley writes that depth of kairos is “far ence responded positively to her speech and richer and more complex than ‘saying the its message, as well as the personal reflections right thing at the right time’” (qtd. in Harker she shared. 78). Similarly, Winfrey’s speech focused on The power of speaking the “right” words relevant societal issues such as sexual assault, and presenting the more relevant ideas at inclusivity, and African American women’s the most opportune time is something that leadership. At the time of her speech, a num- is still privileged, especially in contemporary ber of sexual assault allegations had come to presidential debates (McGarrity). Across the light with a corresponding push for both country, millions of viewers watched in awe, men and women to take a stand against absorbing Winfrey’s speech and finding it them. In the midst of a controversial presi- resonated with them in some way. Winfrey dency, Winfrey effectively united women in was not only speaking to the women in that Hollywood and asserted herself with the sis- room or the young girls sitting in front of terhood of women who have suffered and the television screen that evening—her spoken out against harassment across a num- inclusivity stretched further. Winfrey chose ber of industries. Most importantly, she drew to recognize both women and the “pretty on the current time period of much political phenomenal men” who choose to stand for polarization to address the issues that have change and a call to action. This recognition affected women across the globe, ultimately of the men involved in the movement conse- giving them a voice. In her speech, Winfrey quently enabled Winfrey to build her ethos eloquently spoke to the #MeToo movement, as a gender-inclusive rhetorician, furthering a campaign dedicated to demonstrating the her ability to relate to her audience. The prevalence of sexual assault and harassment, most effective use of kairos appeared at the especially for women in the workforce, and end as she lifted the microphone and the importance of ending it (Stillman). She extended her hands, saying “When that new also effectively tied in the growing need for day finally dawns, it will be because of a lot women’s leadership and public speaking in of magnificent women … and some pretty

Collett | 111 phenomenal men, fighting hard to make from their television screens at home, just as sure they become the leaders who take us to she once did, it is important to recognize the time when nobody ever has to say ‘Me that few young girls will have a story of suc- Too’ again” (qtd. in Davis). Winfrey seized cess like Winfrey’s. For some, her speech the moment, tying in the recent events could be interpreted as disingenuous and involving sexual assault, ultimately retiring invented because the narrative she describes the “Me Too” hashtag and spurring a new is no longer hers. Her success is a story of one: “Times Up,” to recognize the need for much work and dedication, but like all suc- stronger women’s empowerment and support. cess, it was also enabled by a bit of luck. Although this critique does sharpen the Conclusion lens for the relevancy and application of the To fully appreciate the impact of Winfrey’s message of her speech, for most viewers it speech, it is imperative to consider the audi- does not take away the meaning or truth of ence for whom it was intended. Although her story. Rather, it resonates with the expe- Winfrey shared her speech with a room riences of women across the globe. In fact, filled with elite and distinguished members Winfrey’s ability to continue to effectively of Hollywood, her message was not mostly empathize with her audience, despite being directed toward these individuals but rather now far removed from the life she once to the millions watching at home across the lived, only further builds and contributes to globe. Because of the relevance of her speech her humility and influence. Although her in a time of much political polarization, wealth, power and prestige undoubtedly increasing tension, and movements such as enabled her to avoid instances of sexual #MeToo taking root across the country and harassment and violence, she used her voice around the world, her speech serves as a to speak for others, leveraging the spotlight public artifact available for public commen- as a means of advocating for women who tary. Although the majority of the feedback do not share the same fortune she does. she received was positive about her speech When Oprah Winfrey received the Cecil and supported its message, it also acknowl- B. DeMille award at the 2018 Golden edged some of the speech’s limitations. Globe Awards ceremony, she brought tre- Winfrey is recognized as working incredi- mendous power to the stage. Not only did bly hard not only to create a television talk she strike an effective balance between raw show that sheds light on taboo topics and emotion and composed rhetoric; more offer guidance, but also to distinguish herself importantly, she delivered an influential as a proactive woman seeking to create message focusing on women’s leadership change in communities that need it most. and growing women’s involvement in pub- However, despite her ability to create such lic speaking. By strengthening both her humble ethos as she emerged from a working situated and invented ethos through various class background and lower socioeconomic rhetorical techniques, she effectively status, her success inevitably caused her to reached women and men across the globe. drift from this environment into the rarified With epideictic rhetoric, the values of the circles of the elite. While her speech remains community are supported and celebrated, inspiring, especially for young girls watching helping build and rebuild that community.

112 | Young Scholars in Writing Collett | 113 While seemingly just a simple ceremonial country and world. With this powerfully moment, Winfrey’s epideictic rhetoric woven speech, Oprah Winfrey managed to during her Golden Globes speech achieved leave millions of people captivated and something meaningful and powerful, rein- inspired, ready to find their own voice and forcing a view of the American community create meaningful action toward fulfilling and fulfilling the need for a vision of the destiny upon which the American America felt by millions of people across the experiment began.

Acknowledgments I would like to acknowledge and thank Dr. Gwendolynne Reid, who provided me with the opportunity to challenge myself to conduct this research. Her invaluable revisions, guidance, and mentorship were instrumental in bringing this piece to print as well as to my growth as a writer. I would also like to thank my parents, Ron and Rié Collett, for their endless encouragement, support, and inspiration.

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Collett | 113 Langone, Alix. “Who Started the Me Too Movement?” InStyle, 7 Jan. 2018, www.instyle.com/news/ who-started-me-too-movement. McGarrity, Mathew. “A Speech Coach Explains Exactly Why Oprah Sounded So Presidential.” Quartz, 12 Jan. 2018, qz.com/1178889/a-speech-coach-explains-exactly-why-oprah-winfreys-golden-globes-speech- sounded-so-presidential/. National Broadcasting Company. “Oprah Winfrey Receives Cecil B. De Mille Award at the 2018 Golden Globes.” YouTube, 7 Jan. 2018, www.youtube.com/watch?v=fN5HV79_8B8. Stillman, Jessica. “Speech Coach: This Is the Real Reason Oprah’s Golden Globes Speech Was So Powerful.” Inc.com, Inc., 16 Jan. 2018, www.inc.com/jessica-stillman/ speech-coach-this-is-number-1-trick-to-learn-from-oprahs-golden-globes-speech.html. Sullivan, Dale L. “The Ethos of Epideictic Encounter.” Philosophy & Rhetoric, vol. 26, no. 2, 1993, pp. 113–33. Zimmer, John. “Analysis of A Speech by Oprah Winfrey.” Manner of Speaking, 10 Jan. 2018, mannerofspeaking.org/2018/01/08/analysis-of-a-speech-by-oprah-winfrey/.

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