Why is The Secret, an Oprah Winfrey-endorsed documentary film and book package with a simplistic message that leads to more consumerism, topping Amazon’s bestselling DVD list?

Oprah’s ‘Secret’ Could Be Your Downfall
By Courtney E. Martin Through wildly successful viral marketing and a faithful fan base spreading the word, The Secret, a documentary film explaining the “law of attraction” tops Amazon’s bestselling DVD list. The companion book of the same name — and as far as I can tell, an almost word-for-word transcript of the film — just had the largest reorder in Simon & Schuster history (2 million copies) and is #1 on the New York Times Self Help Bestseller list.

If you are one of like three people left who haven’t heard about The Secret — come on, it was even on Oprah — let me explain. Australian talk show producer Rhonda Byrne read The Science of Getting Rich, a book written in 1910 by Wallace D. Wattles, in her darkest hour and discovered what she believes is the essential truth — that “your current thoughts are creating your future life. Your thoughts become things.” Translation: if you are thinking about how bad your life is, bad things will continue to happen; if you start thinking about great things, they will inevitably manifest.

Byrne went around with a camera and manifested her own motley crew of entrepreneurs, financial gurus, and pop psychologists — including the king of the Chicken Soup for the Soul dynasty, Jack Canfield — to attest to the truth of this claim. I have no quips with the power of positive thinking. There is sound research that confirms that envisioning yourself succeeding has a real impact on your performance, sports being the most prescient example. At a time when a violent, morally-messy war is going on four years and the gap between rich and poor continues to widen, who doesn’t need a good dose of wide-eyed idealism?

But idealism is not all the fast-talking “experts” behind The Secret are dishing out. They are also articulating a dangerous message about conspicuous consumption and distracting people from crippling systemic problems.

Both the film and the book are filled with promises about the secret’s capacity to attract wealth and “things” — fancy cars, huge mansions, Rolex watches — into your life. For example, the book reads: “Make it your intention to look at everything you like and say to yourself, ‘I can afford that. I can buy that.’” In a country where the average household consumer debt is $8,000, it appears most of us need no encouragement in pretending we have more money than we do.

John Assarof, founder of a company called One Coach, stars in a hokey reenactment sequence in the film in which he realizes that he has miraculously attracted his new, unconscionably large home into his life. As he is unpacking boxes beside his five year old son, Assarof pulls out his “vision board” — on which he had pasted images of things he wanted to attract into his life years earlier — and finds the exact picture of the mansion he newly owns. He explains, “I looked at that house and started to cry, because I was just blown away.” His son asked, “Why are you crying?” and he answered, “I finally understand how the law of attraction works.”

What is the message to this five year old? What is the message to us all? That the secret to life is the capacity to desire “things” without regard to the environmental or spiritual consequences? That these “things” will somehow satisfy that deep and most universal of desires — to matter in the world?

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