The present study analyzes the way in which Toni Morrison, an established author, was covered by U.S. newspapers in the year before and year following her selection for Opraha's Book Club. The content analysis method was used in the research, and the results were used to test 6 hypotheses and 6 research questions.
The results indicated that there was a significant increase in the total number of mentions of Toni Morrison in the year after her inclusion in Opraha's Book Club. The overwhelming trend that was seen in all variable comparisons was that while there were obviously more mentions of Toni Morrison post-Book Club, there were also increases and changes in the tone, page placement, and story placement of the mentions of Toni Morrison
.","abstract_html":"<p>The present study analyzes the way in which Toni Morrison, an established author, was covered by U.S. newspapers in the year before and year following her selection for Opraha's Book Club. The content analysis method was used in the research, and the results were used to test 6 hypotheses and 6 research questions.</p><p>The results indicated that there was a significant increase in the total number of mentions of Toni Morrison in the year after her inclusion in Opraha's Book Club. The overwhelming trend that was seen in all variable comparisons was that while there were obviously more mentions of Toni Morrison post-Book Club, there were also increases and changes in the tone, page placement, and story placement of the mentions of Toni Morrison</p>.","abstract_has_math":false,"creators":["Childress, Mariah J."],"institution":null,"degree_name":"MA (Master of Arts)","degree_level":"Thesis - unrestricted","degree_discipline":"Communication, Professional","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2010,"date_issued":"2010-05-08T07:00:00Z","date_published":"2010-05-08T07:00:00Z","updated_at":"2026-07-24T02:20:42Z","subjects":["Content Analysis","Oprah's Book Club","Oprah Winfrey","Brand Strategy","Toni Morrison","Communication","Social and Behavioral Sciences","Social Influence and Political Communication"],"languages":[],"rights":["Copyright by the authors."],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dc.etsu.edu/etd/1696","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Childress, Mariah J."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.issued","label":"Date","values":["2010-05-08T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication, Professional"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis - unrestricted"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MA (Master of Arts)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Content Analysis","Oprah's Book Club","Oprah Winfrey","Brand Strategy","Toni Morrison","Communication","Social and Behavioral Sciences","Social Influence and Political Communication"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Copyright by the authors."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dc.etsu.edu/context/etd/article/3051/viewcontent/ChildressM050410f.pdf","https://dc.etsu.edu/etd/1696"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The present study analyzes the way in which Toni Morrison, an established author, was covered by U.S. newspapers in the year before and year following her selection for Opraha's Book Club. The content analysis method was used in the research, and the results were used to test 6 hypotheses and 6 research questions.
The results indicated that there was a significant increase in the total number of mentions of Toni Morrison in the year after her inclusion in Opraha's Book Club. The overwhelming trend that was seen in all variable comparisons was that while there were obviously more mentions of Toni Morrison post-Book Club, there were also increases and changes in the tone, page placement, and story placement of the mentions of Toni Morrison
."]},{"key":"dc:title","label":"Title","values":["The \"Oprah Effect\": A Content Analysis of Media Coverage of Toni Morrison and How the Coverage Changed Post-Oprah."]}]}],"canonical_facts":{"dc:creator":["Childress, Mariah J."],"dc:date.issued":["2010-05-08T07:00:00Z"],"dc:description.abstract":["The present study analyzes the way in which Toni Morrison, an established author, was covered by U.S. newspapers in the year before and year following her selection for Opraha's Book Club. The content analysis method was used in the research, and the results were used to test 6 hypotheses and 6 research questions.
The results indicated that there was a significant increase in the total number of mentions of Toni Morrison in the year after her inclusion in Opraha's Book Club. The overwhelming trend that was seen in all variable comparisons was that while there were obviously more mentions of Toni Morrison post-Book Club, there were also increases and changes in the tone, page placement, and story placement of the mentions of Toni Morrison
."],"dc:identifier":["https://dc.etsu.edu/context/etd/article/3051/viewcontent/ChildressM050410f.pdf","https://dc.etsu.edu/etd/1696"],"dc:rights":["Copyright by the authors."],"dc:subject":["Content Analysis","Oprah's Book Club","Oprah Winfrey","Brand Strategy","Toni Morrison","Communication","Social and Behavioral Sciences","Social Influence and Political Communication"],"dc:title":["The \"Oprah Effect\": A Content Analysis of Media Coverage of Toni Morrison and How the Coverage Changed Post-Oprah."],"thesis:degree_discipline":["Communication, Professional"],"thesis:degree_level":["Thesis - unrestricted"],"thesis:degree_name":["MA (Master of Arts)"]},"updated_at":"2026-07-24T02:20:42Z"}