![]() Hot media in low cultures are as upsetting as cool media (such as television) is for hot cultures like ours. Hot media in hot cultures are entertainment. Television is cool, or low definition, because it requires an effort on the part of the viewer. Hot media are "high definition", emphasize one sense over the others, and are low in participation: the waltz, phonetic alphabet, radio, cinema, photography.Ĭool media emphasize participation: formal dance, ideogrammatic writing, telephone. Technological media are so important that they should be considered like natural resources.Īfter these initial pages, the book goes downhill.Ĭonfusingly, McLuhan distinguishes cool media and hot media. The medium is the message because it shapes how humans communicate and act. Little rational sense and are mostly unsupported by empirical evidence. ![]() McLuhan writes sentences that appeal to the spiritual crowd but that make ![]() ( Copyright © 2014 Piero Scaruffi | Legal restrictions) ![]()
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