People in the News for January 5, 1998

Monday, Jan. 5, 1998 | 9:29 a.m.

With TV news divisions now the decorative filigree on multinational conglomerates, when a raft of CNN talking heads see nothing wrong with appearing as themselves in "The Lost World," is there really much discernible difference between TV newsman and TV pitchman? What gap remains shrunk even more Sunday during that hotbed of product placement, ABC's "This Week." In a new series of commercials, "This Week's" erstwhile host, David Brinkley, used his craggy eminence to flack for agribusiness giant Archer Daniels Midland. The spots showed Brinkley "reporting" on food development; pretend journalism as corporate image enhancement -- it's like he never left the TV news game! "I will still speak straight and true. I'll never change that," Brinkley said to the camera. "But now I will bring you information about food, the environment, agriculture, issues of importance to the American people and the world." Of course, now Archer Daniels Midland will define "straight and true" for him. It should have a shilling effect on news consumers, not to mention news purveyors: "This Week" host Cokie Roberts actually offered Brinkley on-air congrats for the commercials.

Briefly

Now for a report on the pope's knight line: Bob Hope, Roy Disney, Ricardo Montalban and Rupert Murdoch have been awarded papal knighthoods in the order Pontifical Order of St. Gregory. That's a curious list, indeed. Hope? Fine, he's done his share of good deeds, particularly if you count giving Brooke Shields a job every Christmas during those lean years before "Suddenly Susan." Disney? Sure. Montalban? Whatever. Arise, Sir Corinthian Leather! But Rupert Murdoch? Forget that he's not even Catholic -- neither are Hope or Disney; it's not required for this honor. But what is called for is "unblemished character" and a recipient who has "promoted the interests of society, the Catholic Church and the Holy See." Does Vatican cable pick up Murdoch's Fox network? Has John Paul II ever seen "Melrose Place" or "When Animals Attack"? Nor are we sure how the half-naked Page 3 Girls of Murdoch's London tabloid promote the interests of society, the church or the Holy See. Pardon us while we throw up all over the place.

Compiled by Scott Dickensheets