Truth and the Devil

The snake-oil-bullshit-self-help book/dvd phenomenon The Secret being promoted by Oprah which I talked about 2 weeks ago, while still selling strong, has caught the ire of even more skeptics. Monday’s Salon has a very good article by Peter Birkenhead about the possible damaging implications of Oprah’s support.

Worse than “The Secret’s” blame-the-victim idiocy is its baldfaced bullshitting. The titular “secret” of the book is something the authors call the Law of Attraction. They maintain that the universe is governed by the principle that “like attracts like” and that our thoughts are like magnets: Positive thoughts attract positive events and negative thoughts attract negative events. Of course, magnets do exactly the opposite — positively charged magnets attract negatively charged particles — and the rest of “The Secret” has a similar relationship to the truth. Here it is on biblical history: “Abraham, Isaac, Jacob, Joseph, Moses, and Jesus were not only prosperity teachers, but also millionaires themselves, with more affluent lifestyles than many present-day millionaires could conceive of.” And worse than the idiocy and the bullshitting is its anti-intellectualism, because that’s at the root of the other two. Here’s “The Secret” on reading and, um, electricity: “When I discovered ‘The Secret’ I made a decision that I would not watch the news or read newspapers anymore, because it did not make me feel good,” and, “How does it work? Nobody knows. Just like nobody knows how electricity works. I don’t, do you?” And worst of all is the craven consumerist worldview at the heart of “The Secret,” because it’s why the book exists: “[The Secret] is like having the Universe as your catalogue. You flip through it and say, ‘I’d like to have this experience and I’d like to have that product and I’d like to have a person like that.’ It is you placing your order with the Universe. It’s really that easy.” That’s from Dr. Joe Vitale, former Amway executive and contributor to “The Secret,” on Oprah.com.
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Oprah recently opened, with much fanfare, the Oprah Winfrey Leadership Academy in South Africa, and as I watched the network news stories about it, I couldn’t get “The Secret” out of my mind. I kept wondering what would happen if professor Sam Mhlongo, South Africa’s chief family practitioner who famously said that HIV doesn’t cause AIDS, read about Oprah’s connection to “The Secret” and found support there for his claim. I wondered if the students of the academy would read “The Secret” and start to believe that their parents deserved to be poor, or that the people of Darfur summoned the Janjaweed with “bad thoughts.” Will the heavier girls be told, as readers of “The Secret” are, that food doesn’t cause weight gain — thinking about weight gain does? Will they be told to not even look at fat people, as “The Secret” advises? Oprah is already promoting these ideas to her television audience. Why wouldn’t she espouse them to her students?

Birkenhead praises the idea behind Oprah’s African school, but is afraid of the possible implications for promoting the ideas of The Secret to such a disenfranchised society.

The academy is a controversial enough project in South Africa that the government withdrew its support, because of the amount of money that’s been spent on its well-reported, lavish design — money that could have gone instead to creating perfectly fine schools that served many, many more students than the 350 who will be making use of spa facilities at the academy. But, when I watched Oprah’s prime-time special about interviewing candidates for the school, it seemed to me that she wasn’t nearly as excited about providing an education to the girls as she was about providing a “Secret”-like “transformative experience.” (And not just for the girls, for herself; the first thing she said to the family members at the opening ceremony wasn’t, “Welcome to a great moment in your daughters’ lives,” it was, “Welcome to the proudest moment of my life.”)
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When the special was over, I found myself equally impressed and queasy, one part hopeful, one part worried. I was happy the school was there, but disturbed by the way it created an instant upper class out of the students, in a country that doesn’t exactly need any more segregation into haves and have-nots. I was hopeful for the students but nervous about what, exactly, they will be taught in a place called the Oprah Winfrey Leadership Academy. Will it be more “best me I can be” bromides? Will “The Secret” be on the syllabus? Oprah herself is going to teach “leadership classes” at the school, after all.

[A]t what point do we stop feeling like we have to take the good with the craven when it comes to Oprah, and the culture she’s helped to create? I get nauseated when I think of people in South Africa being taught they don’t have enough money because they’re “blocking it with their thoughts.” I’m already sickened by an American culture that teaches people, as “The Secret” does, that they “create the circumstances of their lives with the choices they make every day,” a culture that elected a president who cried tears of self-congratulation at his inauguration, rejects intellectualism, and believes he can intuit the trustworthiness of world leaders by looking into their eyes. I’m sickened by a culture in which the tenets of the Oprah philosophy have become conventional wisdom, in which genuine self-actualization has been confused with self-aggrandizement, reality is whatever you want it to be, and mammon is queen.

I won’t quote the full thing, but I wish I could. Read the rest here.