Most could only see Oprah Winfrey’s contribution to Barack Obama’s campaign as just another celebrity endorsement, however high-powered. The Boss, we kept being reminded, couldn’t elect John Kerry. Selling presidents is not the same as pushing “Anna Karenina.” In a typical instance of tone-deafness from the Clinton camp, its national co-chairman, the former Iowa governor Tom Vilsack, said of Oprah, “I’m not sure who watches her.”

Wanna bet he knows now? Even before Oprah drew throngs in Iowa, the Des Moines Register poll showed Mr. Obama leading Hillary Clinton among women for the first time (31 to 26 percent) in late November. Now his surge is spreading. In New Hampshire, the Rasmussen poll after Oprah’s visit found that the Clinton lead among women had fallen from 14 to 4 percent in just two weeks. In South Carolina, where some once thought Mr. Obama was not “black enough” to peel away loyal African-American voters from the Clintons, he’s ahead by double digits among blacks in four polls. (A month ago they were even among African-Americans in that state.) Over all, the Obama-Clinton race in all three states has now become too close to call.

Oprah is indeed a megacelebrity. At a time when evening news anchors no longer have the reach of Walter Cronkite  and when Letterman, Leno, Conan, Stewart and Colbert are in strike-mandated reruns  she rules in the cultural marketplace more powerfully than ever. But the New York Times/CBS News poll probably was right when it found that only 1 percent of voters say they will vote as Oprah asks them to. Her audience isn’t a pack of Stepford wives, and the message of the events she shared with Mr. Obama is not that her fame translates directly into support for her candidate.

What the communal fervor in these three very different states showed instead was that Oprah doesn’t have to ask for these votes. Many were already in the bag. Mr. Obama was drawing huge crowds before she bumped them up further. For all their eagerness to see a media star (and star candidate), many in attendance also came to party. They were celebrating and ratifying a movement that Mr. Obama has been building for months.

Image Credit... Barry Blitt

This movement has its own religious tone. References to faith abound in Mr. Obama’s writings and speeches, as they do in Oprah’s language on her TV show and at his rallies. Five years ago, Christianity Today, the evangelical journal founded by Billy Graham, approvingly described Oprah as “an icon of church-free spirituality” whose convictions “cannot simply be dismissed as superficial civil religion or so much New Age psychobabble.”

“Church free” is the key. This country has had its fill of often hypocritical family-values politicians dictating what is and is not acceptable religious and moral practice. Instead of handing down tablets of what constitutes faith in America, Romney-style, the Oprah-Obama movement practices an American form of ecumenicalism. It preaches a bit of heaven on earth in the form of a unified, live-and-let-live democracy that is greater than the sum of its countless disparate denominations. The pitch  or, to those who are not fans, the shtick  may be corny. “The audacity of hope” is corny too. But corn is preferable to holier-than-thou, and not just in Iowa.