When, exactly, did the celebrity-obsessed tabloid press switch over to first-name-basis reportage? Celebrities used to have full names, not that long ago in fact. Sure, there was the occasional Cher or Oprah, but they were the exceptions to prove the rule. Or perhaps they were the pioneers that got the tabloids asking “why take up space on the page with useless last names?” So, now we have Brad and Angelina, but also perfectly generic names like Jen and John and Jon and Kate like we’re not only supposed to know who the hell these people are, but we’re buddies. Someone named Nicole shares the cover of US Weekly with Britney as the “Worst Beach Bod.” I recognize neither her face nor her pot belly. Perhaps if there was a last name associated with the unflattering picture, I could place her.

What’s worse is that this cancer is spreading into politics. I guess if you can’t distinguish yourself through policy differences, you can coast on celebrity. So it was when I was in New Hampshire for the primaries that a surprising number of campaign themes emphasized a candidates’ first name – even to the point of dropping any reference to the last. It’s one thing for Hillary to do so, because, really, there could be no other. Same goes for Rudy, I suppose. But Fred? As in bumper stickers that read simply, “Fred ’08.” I thought that perhaps a wayward street team for a new solo record by the B52’s Fred Schneider had gotten mixed up with all the politicking, but, no, it was a legitimate contender for the Presidency of the United States that decided to market himself as just Fred. (Presidential Also-Rans for $500: “Who is Fred Thompson?”)

I suppose that all this first name nonsense is designed to make stars more accessible, more “just like us.” I wonder what effect being encouraged to call a celebrity by his or her first name has on the kinds of people already prone to stalker-ish behavior. I’ll tell you the effect it has on the sort of person who doesn’t watch teevee is to feel more alienated from pop culture. I used to be able to more or less follow who are the popular actors, but they emphasize last names on movie posters, so it’s a real disconnect unless you are already sucked in to the whole TMZ world of 24-hour celebrity gossip.

This informality gets to be too much. There’s only so much you can break formality down before you have to build it back up again so that some new generation can have the fun of tearing it down all over again. Where have you gone, Joe DiMaggio? Joe?

Someone has to take a stand. Don’t be “Janet, Miss Jackson if you’re nasty.” Be Ms. Janet Jackson to everyone except your family and closest friends.