Of his many accomplishmentd he is best known for two of the more famous expressions:……
- (I) In Communication Theory — where he wrote "The Media is the Message"
- McLuhan's famous expression has been repackaged / reused by (at least) the Connectivism Theory Researchers without any reference [ed. note What have I seen so far] e.g. "The pipe is more important than the content within the pipe"
- (II) Defined "Hot" and "cool" media:
- Hot media usually, but not always, provide complete involvement without considerable stimulus. For example, print occupies visual space, uses visual senses, but can immerse its reader. Hot media favour analytical precision, quantitative analysis and sequential ordering, as they are usually sequential, linear and logical. They emphasize one sense (for example, of sight or sound) over the others.
For this reason, hot media also include radio, as well as film, the lecture and photography. Contrasted this with "cool" TV, which he claimed requires more effort on the part of the viewer to determine meaning,
On the other hand, McLuhan describes Cool media as those that provide little involvement with substantial stimulus. They require more active participation on the part of the user, including the perception of abstract patterning and simultaneous comprehension of all parts. "cool" TV, requires more effort on the part of viewer to determine meaning, which due to their minimal requires presentation of visual detail require a high degree of effort to fill in details that the cartoonist may have intended to portray.
McLuhan died in 1980 - thirty years before the cell phone, tablets and other devices.
- © Rbrwr, Joyous!, Jenblower,et al. Marshall McLuhan's concept of "Media"
- In "Understanding Media: The Extensions of Man (2.1 "hot" and "cool"
media)".
[Wikipedia article discusses 1964 Pioneering study in media theory written by Marshall McLuhan]. Retrieved March 10, 2012, from Wikipedia website: http://en.wikipedia.org/wiki/Marshall_McLuhan
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