Abstract
The outcome of any situation, incident or event depends upon how the person faces them by using experience, skill, and trouble-shooting approach. The success of any business or organization is determined by the effective leadership. Leadership is a multi-dimensional concept. The paper focuses on the thorough discussion of leadership. The paper highlights the effective leadership qualities of Oprah Winfrey, one of the most influential personalities of our time. The paper starts with explaining a brief biography of Oprah Winfrey. The biography highlights Oprah's professional aspects rather than the personal aspects of her life. Among these aspects, her educational achievements, career achievement and her leadership qualities are introduced. Her philanthropic approach has also been highlighted. The researcher also explains his objective behind choosing Oprah as an ideal personality for the research. The researcher studies various qualities in Oprah that have made her the influential and charismatic leader. The paper also discusses various leadership theories. The theories are further applied to Oprah's leadership. The paper then tries to find out how her leadership style is suitable for other industry such as hospitality industry where she could have reached to the top. The paper concludes with the lesson, the researcher obtains from the leadership of Oprah and which lessons can be applied from Oprah's leadership to be an effective leader in future.
Keywords: Leadership, theories and styles of leadership, Oprah Winfrey
A Brief Biography
The attributes of leadership were imbibed in Oprah since her childhood, directly and indirectly. Many adverse experiences taught her the qualities of being influential and picking up the best even from the worst. In her school days, she had been an excellent student. She had been voted as the most popular girl in the school. This is the beginning of her being as a charismatic leader. She was academically gifted student. She used to bag prizes for elocution competition on national level. She was an incredible orator during her school days. She stood first in Oratory contest, and on her oratory skill; she got scholarship of Tennessee State University. In the University, she won the title 'Miss Black Tennessee and Miss Black Nashville. The popularity as a good speaker gave her an opportunity to work as the first African American female co-anchor when she was just nineteen years old. In 1976, she graduated from the University in the area of communication. She was recruited as a news anchor of Six O'clock news. After that she worked in a local talk show 'People are Talking.' and she hosted the local version called Dialling for Dollars.
After spending some time in some local business in Baltimore, Oprah got a chance to become the Head Anchor of AM Chicago. In 1985, considering the popularity of Oprah and encashing this popularity, the show was named as Oprah Winfrey Show. In 1986 she received a special award for her contribution in city's artistic community. She was named Women of Achievement by the National Organization of Women. The show was broadcast nationally and soon became the most popular and number one show in America. Winfrey was known and awarded as the Best Talk Show Host.
Winfrey has also proved that she is very sensitive person, who is aware of her responsibilities towards the society. After gaining popularity and success, she started working for the poor children in Nelson Mandela Foundation. Along with this foundation, she also supported to the other organizations such as Moorhouse College, Harold Washington Library, The United Negro College Fund, Tennessee State University Fund and Christmas Kindness. She has also founded Winfrey, the Oprah Winfrey Leadership Academy Foundation for poor girls in South Africa. She contributed more than $40 million for the creation of this academy. She has donated $40 million for the establishment of the school. “This is the school for powerful girls who will use their power in service to their nation and to our world.” Oprah Winfrey. This is one of her popular statements. The statement reveals her skill of motivating others, influencing them and her globalized approach in real sense. She does not say to serve just to our country, but serve the people regardless of their race, ethnicity, religion, country and gender. Winfrey says she has never been motivated by money or a desire for power and prestige. Instead, she is driven to high performance by a personal mission to serve others by uplifting, enlightening, encouraging, and transforming how people see themselves. (Draft, 2007) It shows her philanthropic approach and in management what we call it a Corporate Social Responsibility.
Reason behind Choosing Her as a Leadership Model
For me, Winfrey was one of the epitomes of charismatic leaders in modern time. She deserves to be followed. What I appealed in her career as a leader, is that she hardly had any mentor. She started her career from scratch. She was always guided by her own experiences. She has an indomitable spirit which is one of the prerequisites of the charismatic leadership. She is intelligent, shrewd, and strategic. She also has an excellent understanding of disaster management. Her way of presenting herself and influencing people through her personality and pleasant appearance is also striking. I chose her because I wanted to study the career of such leader, who started his career from zero and reached to the highest peak on success.
The Leadership Style of Oprah Winfrey
Interpersonal Skill: One of the major qualities in Oprah is her interpersonal skill. The skill has made her an influential person. She can easily make the people comfortable with her excellent speech and her approach. While dealing with the variety of people from different domains, one has to have the understanding about the nature, attitude and the personality trait of the person. Obtaining information from the celebrity's career and asking them questions based on their outer information does not make any sense. You have to peep into the mind of the person in a very sensible manner. It is a skill, and it needs high level of maturity. This is one of the major traits of the leaders, Oprah has tremendous emotional maturity. Further she has a skill to communicate clearly and unambiguously. She is persuasive in her approach. Her persuasive skills have created the Oprah Winfrey Brand. ‘The power of “the Oprah Effect” influences how people vote and make purchases.’ (Hendren 2012) Her interpersonal skill includes one more quality and that is her way of respecting all her employees, establish a good rapport with them via effective communication. Her employees receive generous gift from her if they work hard during holidays.
Energy & Enthusiasm: We always see her very enthusiastic. She brings life in even monotonous shows. What is appealing is that she has tremendous energy level, physical stamina and stress tolerance, it is I think because of her extreme level of tolerating things. Her verbal communication and her non verbal communication reflect the enthusiasm in her personality. Her use of proper and effective words and the ways she uses them is unique. Her enthusiasm is seen in her eyes, gesture, and her paralanguage. Her self confidence is the major drive for her optimum level of energy and enthusiasm. If the leader wants to be influential, he/she has to have self-confidence. Oprah is full confident not for herself but for those who come in contact with her.
Transformation Leadership: Her style of business is very simple yet unique and effective. She has effectively built a business by investing top talents, seeking smart mentors and by giving optimum value to her customers. She nourishes each relationship with care. If you want to be the best, you should be surrounded by the best environment and best people. She selects the people who surely have competence and compatibility. Oprah Winfrey can be said to have the transformational leadership. Transformation leader as defined by Wang & Huang (2009) is the leader 'who who provide individualized consideration and intellectual stimulation, and who possess charisma (p. 381) She is quite aware of the fact that being successful is hardly possible without being supported by the efficient people. 'Individualized consideration is a behaviour where a leader recognizes individuals as important components to meet success (Sarros &Santora, 2001, p. 305).
Keeping healthy relationship with her peers, mentors, employees and consumers reflects her vision. In business, just growing it is not enough, but the business should establish a good image in the minds of the people. It makes the organization a brand. Making an organization a brand, the major asset of the organization should be cherished and this is called human asset. It is a sign of a good leader that he/she likes people.
Personal Opinion about Oprah
There are very few leaders in the world, who have gained such leadership qualities as Oprah has. It is difficult to find the excellent combination of many leadership qualities in one person which Oprah has. She is a genuine person. Her genuine approach which I appeal the most. One more appealing quality of her personality is her ability to take risk. Her colour and gender could not stop her from becoming the successful entrepreneur in America. “Today, she is one of a handful of black billionaires across the globe; her net worth estimated at $2.5 billion” (Alleyne, 2008). She teaches us that nothing is impossible in the world. The path of success is there ahead, your task is just to follow it with all its hurdles. She is the epitome of an entrepreneur, a leader and the most important thing she is a very good human being.
Leadership Theories
Why a leader always stands opposite to the mass? It is because of the certain attributes or qualities he/she has possessed. The leadership theories can be rooted back in history when people follow the leaders who were in power. The leader would control the region and decide the fate of the people living in the region. In history we can trace many examples of good and bad leadership. At that time the scope of the leadership was limited to political scenario. But in the modern world, the concept of leadership is majorly influenced by corporate or industrial organization. Several Theories of leadership have been developed since 20th century. Here are some of the theories which are studied with the context of the leadership style of Oprah Winfrey. The following are the major theories of leadership
Great Man Theory: According to Great Man Theory leaders are born and not made. This theory advocates that the great leaders are born and not made. It means that the leadership is an intrinsic quality and it cannot be possessed by experience of teaching. The internal forces are prominent to the external forces for their leadership qualities. The leadership according to this theory cannot be developed by it is imbibed in the person naturally. The theory was criticized on the basis that the great leaders are not by born but they are the products of social environment and social situation around them. These types of leaders emerge with their unique characteristics that encourage them to lead their life during adverse situations and to overcome the obstacles with some strategic moves. These are the charismatic or gifted leaders. According to the Great Man Theory there are certain qualities in the leaders. These qualities include commanding personality, charm, courage, intelligence, persuasiveness, and aggressiveness. Abraham Lincoln, Martin Luther King, and Mahatma Gandhi were among the leaders, who can be the epitomes of Great Man's Theory.
The Trait Theory: The Trait Theory focuses on the characteristics or the qualities of the personality. The traits related to habitual pattern of behaviour, thought, and emotions. The trait theory is further categorized into three major levels:
- Cardinal Traits: These traits dominate the person in such a way that the person is recognized by these traits.
- Central Traits: These types of traits are mainly associated with the general characteristics of the person. These characteristics shape the individual persoanality. The traits such as intelligence, honesty, smartness, firmness are some of the examples of Central traits.
- Secondary Traits: These types of traits are associated with attitudes or preferences. These traits can be seen not in general but in specific circumstances or under specific situations.
Some of the traits of leadership are:
- Ambition and energy
- The desire to lead
- Honesty and Integrity
- Self-confidence
- Intelligence
- job relevant knowledge.
- Human Relation attitude
- Vision and foresight
Behavioural Theories: According to the behaviour theory, certain behaviours differentiate effective leaders from ineffective leaders. The difference between Trait theory and behavioural theory is that the Trait Theory tries to explain what the leaders are and Behavioural theory explains what the leaders do. The theory assumes that the leaders are made and not born.
Contingency Theory: The contingency theory states that the leaders' quality to lead is contingent and it depends upon several situation factors such as leader's style of leadership, the capabilities and the behaviour of the followers and various situations. (Contingency Theory) The contingency theory is based on experiments and the analytical and strategic skills of the leaders. For instance, if the leader wants to motivate his followers, in every circumstance, the same technique cannot be applied. He/she has to understand the situation or circumstances and design his/her strategies.
Power influence theory: Power influence theory advocates the view that leadership is based on the relationship between people rather than the abilities of the single person. It is closely associated with the interpersonal skills. It is adopted either by power or by influence. The power based tactics of leadership contains different factors such as Coercive power, Legitimate Power, Expert Power, reward power, reference power, informal power and connection power. Coercive power is based on fear, being hurt or fear of ill-treatment. The followers follow the leaders due to the fear factors. The best example of coercive theory is the leadership of Hitler. Legitimate theory is based on the position and the office of the leader. The people follow these leaders due to their position, status or office they have possessed. This kind of leadership includes the dean, director, chairman or secretary of the organization. The leaders with high profile or high positions get the compliance of others as the followers feel that the leader, due to his position and status has an authority. Expert theory states that the people follow the leader because of his knowledge, intellectual ability and his expertise. Reward power is associated with the rewards the followers get by following the leaders. Referent power is based on the person's personal qualities such as his/her charm, charisma and his creativity. Informational power of the leader is associated with the information he or she provides to the organization and the information further is very useful for the betterment and growth of the organization. Withholding the information is the effective way for these kinds of leaders to control other people. The connection power of the leader is related to his/her strong connection with the influential and important people within or outside of the organization.
When the followers follow the leader because of his/influence, it is called influence theory. The leader influences the people through his/her actions, attitudes, beliefs, or values.
Discussion of Leadership Theory in context of Oprah’s Leadership Style
Oprah is the role model of the leadership. There are several leadership theories, which can be applied to the style of her leadership. According to the Great man theory the leaders are born and they are not made. Great Man's Theory according to Bowerman &Vart (2010) 'emerged to distinguish natural leaders based on inherited traits and accomplishments (Carlyle 1840) He further opines 'the theory is highly relevant to the Business world, where innumerable self-made business magnates have had great influence – for example, Andrew Carnegie, Leland Stanford, Sam Walton, Bill Gates, Oprah Winfrey and Warren Buffet.' (Bowerman &Vart 2010) Oprah as said by them is a self-made leader. She has the potential of leadership and she developed her potential to be the good and charismatic leader.
The cardinal trait of Oprah Winfrey is notable in her success as a charismatic leader. Here is the example. The Oprah Winfrey Show was known by the name of Oprah. Oprah being the leader has the central traits such as intelligence, honesty, smartness, and firmness. In secondary traits, the personality of Oprah as a leader has possessed the qualities such as her positive attitude towards looking at things. She is very ambitious, and every step of her career, she held big dream. She has successfully achieved those dreams. Her self confidence, knowledge in her own field, human relations, attitude and her vision can be discussed under the trait theory of leadership. Thus according to the trait theory it is explained, how Oprah is. In behaviour theory it is discussed what the leaders do. After the study of Oprah's personality, various facets of are revealed that can support how she can be fit in behaviour theory. She does remarkable things that are beyond imagination of the non-leader personality. She is a self-motivator. With her hard work, strenuous efforts she carved a niche in her own field. She works for the poor and needy people. She has spent substantial amount from her earning for these people, and thus, also carved her name in the list of great philanthropists of the world. While describing her style of leadership, Smith Et.al (2007) state, 'As a directive leader, she lets her staff know precisely what is expected of them, she works hard at letting her employees understand how to do their jobs, and give them clear guidance on how to accomplish their task of being an award winning entertainment company.' (Smith Et al 2007)The scholars thus regard her to be fit in the “Path Goal Theory.’ (Smith Et al 2007) Power influence theory can also be studied in context of Oprah, and her leadership. She is the powerful lady of Modern America. She has had complete hold on today's American entertaining industry. Though she has possessed the power, it should be noted that the power has been obtained by her with her own qualities, and her proven skills. She has been in the top position, which is a self-made and not given to her by anyone.
Power and influence theory is based on the interpersonal skill of the person. Through her talk shows, Oprah has already proven her incredible interpersonal skill. She has obtained a particular status in her life through her influence and her personality. The power tactics of Oprah are not coercive or legitimate. As a leader, she has never forced or feared the followers to follow her. The people do not follow her because she was on a high position or enjoying the high status. Rather she was no one at the initial stage of her life. She was a common lady with no position or status. But still, at that time even she influenced the people through her oratory skills. Her leadership qualities had been flourishing since her college day itself. She would impress the people through her personality, enthusiasm and positive energy. Her knowledge in her own field, her experience and the maturity are the other attributes that have been used by Oprah to influence the leader. Thus she established herself as a charismatic leader. Reward power, reference power, informal power and connection power are out of question in regards to Winfrey. Her motivation has never been based on reward. Further the people do not follow her just because she has strong connection with the strong political leaders, business tycoons or other influential people from American society. She also has not been recommended by any strong person so that the people should follow her or accept her as a leader.
Emotional Intelligence: Oprah is a media person. She is a good speaker. Had she not been there in Media and Entertainment industry, her leadership qualities would have been applied to the other industries such as hospitality. Oprah is a role model of a transformational leadership. The EI (Emotional Intelligence) is one of the key traits of an effective leadership. Oprah has tremendous ability to be aware of her emotions, she has the ability to control these emotions and thus with the help of the emotions, she can handle the interpersonal relationship judicially and empathetically. She is sensitive, emotional towards the people around her and towards the society. She uses her emotional intelligence to interact with the people effectively. EI is the major characteristic in maintaining long term relationship with the people. In hospitality industry, establishing brand is very important to achieve long term goals. In such situations, the interpersonal skills are very useful. Oprah is always persistent about the quality of her show. She helps her peers and employees to complete the task with quality. Her hands-on-approach boosts her employees to work for maintaining the quality. The hospitality industry can be sustained only by your product and service quality and your interpersonal relationship. The healthy and effective internal communication (With employees) and external communication (with stakeholders and consumers) are key to the success in an organization.
Winfrey's entire life is like a management book. She proved herself as a strategic leader. She is a good communicator, a responsible person, a rebellious approach. She has inspired me with her ability to handle the people so easily. In my future career as a leader, I will follow some major traits of her personality. First is her indomitable spirit, tremendous self-confidence, an ambition to change the situation, her devotion and commitment towards her work and goal and her excellent interpersonal skill. I know that if I follow the path of the leadership of Winfrey, I would be able to be a successful leader.
Conclusion:
Winfrey's whole life is inspirational. She is the role model for the young generation regardless of their interest and areas of specialization. The most remarkable thing about her is that she is the female African-American entrepreneur, who has crossed all the confines of American corporate world. Through her example, she has shown the world that no social and cultural barrier can obstruct the person from his goal. The social and cultural barriers are generally cantered around gender, race, ethnicity and the colour of the person. She is the inspiration for many black ladies, who are gifted, and wants to open the door of prosperity. The keys to success demonstrated by Winfrey are very helpful to achieve one's dream. Further she has given the lesson to the people that regardless of your origin (where you come from) your destination or goal, (where do you want to go) your path and your strategies, the most important thing is how you deal with the people around you. More than a mere talk show host, and business tycoon, she has been the mentor to the women from all over the world.
References
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