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McLuhan identified two types of media: "hot" media and "cool" media, drawing from French anthropologist Lévi-Strauss' distinction between hot and cold societies. [2] [3] This terminology does not refer to the temperature or emotional intensity, nor some kind of classification, but to the degree of participation.
McLuhan was born on July 21, 1911, in Edmonton, Alberta, and was named "Marshall" from his maternal grandmother's surname.His brother, Maurice, was born two years later. His parents were both also born in Canada: his mother, Elsie Naomi (née Hall), was a Baptist school teacher who later became an actress; and his father, Herbert Ernest McLuhan, was a Methodist with a real-estate business in ...
This is multi-sensory participation. Some examples of cool media are TV, seminars, and cartoons. [50] "McLuhan frequently referred to a chart that hung in his seminar room at the University of Toronto. This was a type of shorthand for understanding the differences between hot and cool media, characterized by their emphasis on the eye or the ear ...
A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.
Meanwhile, cool media are high in participation, because inclusively provides information but relies on the viewer to fill in the blanks. McLuhan used lecturing as an example for hot media and seminars as an example for low media. Using a hot medium in a hot or cool culture makes a difference. [6]
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter [1] in his Understanding Media: The Extensions of Man, published in 1964. [2] [3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. [4]
On a simpler level, McLuhan explains how different media shape the audience's experience differently by creating two subgroups of media: hot media and cold media. [10] McLuhan also argues that the combination of human senses used to receive a message is a key element that makes one medium different from the others.
The Gutenberg Galaxy: The Making of Typographic Man is a 1962 book by Marshall McLuhan, in which he analyzes the effects of mass media, especially the printing press, on European culture and human consciousness.