© Prentice-Hall, Inc. Chapter 32 T Media—“Hot” and“Cold” of paper, sheet onaseparate media.Then, with thatfollow.tions answerthequestions gests anewway to lookatmedia. also predicted would thattechnology make theworld a“global village.” Thisexcerpt sug- mediumisthemessage.”Canadian, studiedtheinfluence ofthemedia,saying “The He oflifeinthelater (textbookaspect twentieth century page841).Marshall McLuhan, a Communications computers, technology—radio, television, satellites—changed every ______Date ______Class Name______tion] than dialogue. . tion] thandialogue. forless[participa- tion thanaseminarandbook than acool one,asalecture makes forlessparticipa- medium like thetelephone.. differenthas very effectsontheuserfrom acool ence. Naturally, therefore, like ahotmedium radio orcompletion by inparticipation are theaudi- high low andcool media inparticipation, audience. Hot mediaare, therefore, to inorcompleted befilled by the donot leavehand, hotmedia somuch filled inby thelistener. Ontheother little isgiven andsomuch hasto be medium oflow definition,becauseso Andinformation. speech isacool the earisgiven ameageramountof um, oroneoflow definition,because is provided. Telephone isacool medi- information littlevisual because very toon is “low definition,” simply is, visually, definition.” “high Acar- data.Aphotograph with the state ofbeingwellfilled definition.” sensein“high single definitionis High one like TV. isonethatextends Ahotmedium one phone, orahotmediumlike from themovie acool .DrawingConclusions 3. 2. 1. Chapter 32 Any allows hotmedium oflessparticipation medium like from radio acool onelike thetele- ahot here thatdistinguishes isabasicprinciple of classifying media,doyouof classifying think thatthe introduction ofTVinAmerica? increase suchrapid asthe in information, What doesMcLuhan say istheeffectofavery “cool” “hot”? mediumandtheradio According to McLuhan, why isthetelephone a Primary Source Activity Using McLuhan’s way ◆ Questions toThinkAbout As you read, think about your own everyday interac- As everyday youread, thinkaboutyourown ILLUSTRATION/PHOTO CREDIT:BETTMANN. .Activity 4. Marshall McLuhan(NewAmericanLibrary,1964). Source: pen asaresult ofTVinAmerica. inEurope,tion ofradio and isnow tending to hap- involvement such astook theintroduc- place with may to serve ofintense restore pattern atribal greater speed-up, electricity, suchasoccurs with been scarce buthadalways beenabasicstatussym- the stone axe, collapsed. Thestone axe hadnotonly steel axes theirculture, by basedon themissionaries, Theobald. .When Australian natives were given succeedingtechnology acool oneisgiven by Robert your conclusion. superhighway” would behotorcool? Explain ofthe“electronicInternet andotherparts village.” tronic mediahave made theworld a“global McLuhan’s and otherelec- ideathattelevision An example of thedisruptive impactofahot Understanding Media:TheExtensionsofMan, Make aposter to illustrate tribal structure. Similarly, structure. tribal much avery a to serve fragment will information, specialist speed-upofexchange and orany of otherform orwriting, wheel tive or mediumofmoney kind.The andrepeti-of themechanical, uniform, itmeetsanyquickly when hotmedium hierarchy kindcollapses oftraditional lapse ofmaledignity. andfeudal Atribal these from thewomen, causingacol- dren. Themenhadeven to borrow axes andgave themto women andchil- steel ies provided ofsharp quantities Themissionar- bol ofmaleimportance. Primary Source Activity •9 by 32 H R C P A E T