May 12, 2003

Deep regret -- Drug news at 11

Posted in language

Ohmigod this is ridiculous. Melody Peterson of the NYTimes exposes two extremely dodgy companies that exploit newscasters' celebrity and credibility to hawk their pharmaceuticals. Of course, these companies take money from their big drug clients. Isn't there a slight chance that they might be biased toward these companies and their drugs?

One company, WJMK, gets big national talking heads [Morley Safer, Aaron Brown, Walter Cronkite] to host 'educational' 'news breaks' about certain legal drugs, and then distributes those spots to public teevee stations, some of which stupidly play the spots without checking to see who footed the bill.

The other, Healthology, hires local teevee and radio journalists to make similar 'informative' videos for big drug companies. Some of the shills are actually local health reporters who, apparently, aren't happy with their newscaster salaries [or ethical codes].

Money shot: "Mark Kielar, the president of WJMK, said the videos were educational, not promotional." Yeah, and they're doing this as a free service to the world. How sweet.

Money shot, part ii: "Susan J. Yarin, a spokeswoman for Pfizer, which bought Pharmacia, said the company had no control over that video's content." But obviously, these advertising companies know what the drug companies want them to say, so they don't have to ask. Like the mob boss who doesn't have to descend to order a hit because his soldiers know when he wants it.

As Upton Sinclair said, "It is difficult to get people to understand something when their salary depends upon them not understanding it."

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