alt.books
a column by M.J. Rose

The Big O

If you are reading this then chances are you read about books in other venues. And so you’ve probably read almost all you can stand about Oprah picking The Corrections by Jonathan Franzen for her book club and the subsequent drama that has played out in the press.

First Franzen first worried about the negative aspects of his title being chosen as an Oprah book — from the O logo that was going to commercialize the cover, to the kind of readers the label might turn off.

In response, Oprah cancelled his television appearance saying he was obviously conflicted about it all and she certainly didn’t want to cause any author discomfort.

And Franzen reacted by issuing multiple apologies to Oprah in the press.

From the New York Times to Newsweek, everyone has weighed in – basically berating Mr. Franzen and calling him everything from a spoiled brat to a literary snob.

Maybe not.

Mr. Franzen is a writer. He cares about words. Perhaps what bothered him — what might be bothering many others authors even if they don’t admit it — is the few words that come to describe every title once the TV show diva has chosen it.

It becomes an "Oprah Book."

We’ve all heard that the folks who follow her recommendations are loyal to Oprah, not the authors of her chosen titles, even after viewers have read the book and allowed the authors’ words and characters into their lives, hopefully to be moved and entertained by them.

How does this happen?

I would venture a guess, based on my advertising background, that there is indeed something more pathological going on with that O logo, its message, and the loyalty it is overtly and subliminally building.

The NBCC awards, Pulitzers, the Bookers, the NBA etc. do choose books, have stickers, and get attention. But they are not one person's awards/picks. These awards come from committees. Yes, they have prestige – but prestige doesn't show up everyday on your TV and talk to you about your problems and help you try to solve them.

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