When Oprah Intervenes: Political Correlates of Daytime Talk Show Viewing Carroll J. Glynn, Michael Huge, Jason B. Reineke, Bruce W. Hardy, and James Shanahan Thisstudyexaminedtheinfluenceofdaytimetalkshowsonopinionformation. Using agenda-setting and cultivation perspectives, it was hypothesized that bothexposuretodaytimetalkshowsandtheapparentrealityoftheseshows wouldbepositivelyrelatedtosupportforgovernmentinvolvementinsocialis- sues. In addition to exposure and apparent reality being positively related to levelsofsupport,itwasalsofoundthatbothtalkshowexposureandrespon- dentsreportedperceptionoftheapparentrealityoftelevisionplayedamoder- atingroleintherelationshipbetweenpoliticalideologyandsupportforgovern- mentinvolvementinfamilyissues.Thisstudydemonstratedthatdaytimetalk showscanplayasignificantroleinpublicopinionformation. A recent issue of TimeMagazine named Oprah Winfrey as 1 of the 100 People Who Shape Our World, categorizing the daytime talk show host in the same group as other Leaders and Revolutionaries such as George W. Bush, Pope Benedict XVI, Hugo Chavez, and Hillary Clinton (Shape Our World, 2006, p. 48). Oprahs show regularly turns books into best sellers, products into must-have holiday gifts, and so- cial issues into political movements. Her show fits within a distinguishing develop- ment of American television in the 1990s and beyondthe rise of the daytime talk show. Within this format are many different types of shows, ranging from TheOprah © 2007 Broadcast Education Association Journal of Broadcasting & Electronic Media51(2),2007, pp.228244 228 Journal of Broadcasting & Electronic Media/June 2007 Carroll J. Glynn (Ph.D.,UniversityofWisconsinMadison)isdirectorandprofessoroftheSchoolofCommu- nicationatTheOhioStateUniversity.Herresearchinterestsincludepublicopinion,specificallynormativeas- pects of opinion formation and expression. Michael Huge (M.A.,TheOhioStateUniversity)isaresearchassociateintheSchoolofCommunicationat TheOhioStateUniversity.Hisresearchinterestsincludetheintersectionofpublicopinionandpublicpolicy as well as science communication. Jason B. Reineke (M.A.,TheOhioStateUniversity)isadoctoralstudentintheSchoolofCommunicationat The Ohio State University. His research interests include public opinion and political communication. Bruce W. Hardy (M.A.,CornellUniversity)isadoctoralstudentattheAnnenbergSchoolforCommunication attheUniversityofPennsylvania.Hisresearchinterestsincludethecivicconsequencesofmediauseandthe intersectionbetweeninterpersonalcommunicationandmediatedcommunicationanditsinfluenceonpoliti- cal involvement. James Shanahan (Ph.D.,UniversityofMassachusetts)isanassociateprofessorintheDepartmentofCommu- nication at Cornell University. His research interests include media effects, cultivation, and environmental communication.