While one might argue that these dissenting opinions were simply overwhelmed by the preponderance of former generals uniformly repeating the Bush administration's talking points, I want to insist instead that, particularly in the run-up to the Iraq War, what was most important was not that any particular military or political scenario was put forward but rather that so many different possible scenarios were pre-mediated that war with Iraq came to seem an inevitable event, indeed seemed in many senses to have already been a televisually mediated news event. (Chapter 2, Premediation: The media regime of the pre-emptive war. 2010 ppb p 43)