You may or may not be aware that there was a real strong full-court press to sell the media -- and I'm not pro- or against it at this particular point, but there was a process in place where individuals in the media got access to the individuals involved in the planning of the war. There were generals who came in, there were former secretaries of defense, Schwarzkopf spent a whole lot of time giving sort of off-the-record, quiet briefings. And the generals would sort of bring in a certain group of editors and reporters and I went to all of these briefings.
Swartz then paraphrases:
At one of them, Hockenberry explains, a well-known pollster told about a briefing he gave to all the senior officials at the White House about how the polling data from the Arab world showed that America's negatives were simply off-the-charts. Everyone was quiet. Condi asked a few technical questions and then finally Karl Rove spoke up. "Well, that's just until we start throwing our weight around over there," he said.
Hockenberry was stunned and thought they should do a piece on what this revealed into the mentality of the war's planners. But NBC News didn't think this was a very good idea. America wanted the war to happen; their job was just to wait and see how it turned out. "We're not particularly interested in the story," Hockenberry explains. "We're a process that's trying to maintain people in front of the set, so in a certain sense media at that point was doing its own kind of shock-and-awe that went right along with the war's shock-and-awe [because] the business is just to grab eyeballs."
I'm going to go have a drink now.