Angelina Jolie Is Making Fools Out Of The Media (yes, Again)

NEW YORK (MarketWatch) -- The U.S. media breathed a little easier last week. Thank heavens for Angelina Jolie, peacemaker.

Last week, the public relations-savvy actress forced herself into a bitter, protracted battle which, for a long time, seemed to have no end in sight.

Unfortunately though, I'm talking about Iraq, not the Hollywood writer's strike.

Oscar-winner Jolie parachuted into Iraq long enough to burnish her image and remind David Petraeus, the U.S. commander in Iraq, and Iraq's Prime Minister Nouri al-Maliki that they need to forge a plan to assist the 2 million displaced Iraqis.

Let's give her the benefit of the doubt. Let's assume her intentions are purely humanitarian. Still, why do I need to know about this in such detail as the media provided last week?

Yes, Jolie is a goodwill ambassador for the United Nations, but I think the goodwill that she gets from the association outstrips anything else. The enabling media, as ever, helped her out. She is making monkeys out of us (oh yes, again).

Of course, it's fair to conclude that the reason Jolie puts herself out there is because her celebrity brings media coverage to her causes.

But on Thursday, there was a bumper crop of serious news stories to cull from. These consisted of Mitt Romney's exit from the presidential race and several crime-in-progress headlines.

But it was clear that the bombshell of Jolie's visit to Iraq was the media's money shot that day.

It's clear that the media need Jolie more than she needs the coverage.

And we wonder why the public thinks we're a bunch of knaves.

If the United Nations was so star-struck that it felt compelled to give her a special humanitarian designation, that's fine. But it shouldn't influence what journalists think.

Don't get me wrong. I think it's fine that Jolie or other movie stars want to reach out to help disadvantaged people. I just don't think we in the media need to shower them with touchy-feely news coverage.

I can already hear people say I'm being too hard on her. I should cut her some slack. Remember, she isn't some out of control, irresponsible Britney Spears knockoff.

I hope Jolie will continue her inspiring work. I hope, too, that the media will not go overboard in covering it.

Dear Sam Zell

Dear Sam,

Belatedly, congratulations on acquiring Tribune Co. As someone who thought this was a stodgy company sorely in need of new blood, I was looking forward to seeing what you would do.

Well, you've been anything but dull, Mr. Potty-Mouth. But cussing out that female photographer was really over the line! You know this, too, since you have subsequently taken the high road and apologized profusely to her -- good job.

You also owe an apology to your journalists, especially -- dare I tell you -- the staff photographers. Hopefully, these folks will assess your off-color comment and secretly giggle at the audacity and wacky chutzpah of their new boss (I think I would).

You have been, by far, much more engrossing than I ever thought you'd be. It seemed too much to hope for that a real-estate magnate would be an interesting newspaper executive. So far, you've been in equal turns blustery, defiant and perplexed. More Perry White than a cool, calculating Charles Foster Kane.

I'm rooting for you somehow to attach a happy ending to the Tribune saga. I look forward to writing headlines such as "Zell provides blueprint for success" and "Zell offers beleaguered newspapers a reason for optimism."

You sound like the kind of executive I'd love to interview at some point.

But before that happens, Mr. Zell, let me offer you some advice. Leave the task of cursing out your photographers to your reporters. After all, they probably have a greater command of the English language, in all of its glorious derivations. Plus, God knows, reporters have been cursing out photographers fo a very long time.

MEDIA WEB QUESTION OF THE DAY: Do well-meaning journalists give Angelina Jolie too much good publicity?

MONDAY REPORT CARD: Some reporters seemed chagrined when Mitt Romney dropped out of the race to be the Republican nominee to the White House. We had all speculated furiously that Romney's optimism and broad smile could help him carry the day. Imagine our surprise when reality intruded, and he came crashing down to earth because he was out of touch with the influential centrist wing of the G.O.P.

THE READERS RESPOND to my column on the upcoming movie "U2 3D": "I enjoy reading your column. Regarding your 3D movie experience, what kind of impact do you think 3D technology will have on animated films? Do you believe tickets for these films will be able to get a significant premium? Will the viewing experience be significantly different than current technology?" Scott Emerman

(Media Web appears on Mondays, Wednesdays and Fridays. Feel free to send email to jfriedman@marketwatch.com)

By Jon Friedman