0:00 – Herbert Marshall McLuhan is often considered the ‘prophet of the digital
0:05 – age’, with his idea of the ‘global village’ [McLuhan. 1962], predicting the idea of our modern
0:10 – modern internet. His work has touched pop culture, and sent ripples through the academic world, through how
0:15 – how we see our relationship with media. ‘The Medium is the Message’, first appeared in
0:20 – Understanding Media [McLuhan. 1964: 19]. McLuhan use of ‘medium’ and ‘message’ take on an array
0:25 – of meanings in his work. The term medium, acts as an extension of the human
0:30 – body and mind, meaning that when he refers to things such as media, he
0:35 – is referring to not only television, films, radios, and books, but
0:40 – also items such as clothing and cars. According to McLuhan,
0:45 – media always extends at least one part of ourselves. Clothing
0:50 – Clothing is an extension of our skin, adding a second layer to us. Cars are an extension of our
0:55 – feet, allowing us to travel greater distances at a faster pace. A book
1:00 – or a magazine extends our eyes, allowing us to see more of the world.
1:05 – Television or film extends or eyes, ears and our sense of touch.
1:10 – The global village McLuhan describes, now known as the modern internet,
1:15 – extends our central nervous system, our minds, as we are able to access
1:20 – vast quantities of information, and extend our reach to ever corner
1:25 – of the world. McLuhan’s use of ‘message’ in this sense, is not as straight
1:30 – forward as that of a text message or a written letter. McLuhan’s use of the term
1:35 – focuses on the effect or impact the medium has on our lives and our way
1:40 – of thinking. Similar to the study of semiotics, the medium in which a message
1:45 – is conveyed, hold just as much meaning as the way in which it is conveyed.
1:50 – As McLuhan describes the various ways in which media extends our
1:55 – bodies and minds, he also describes the two categories into which media
2:00 – can be sorted: Hot and Cool. Hot and Cool to describe our levels of
2:05 – engagement with the media in question. McLuhan describes hot media as one
2:10 – that is full of information, feeding it clearly and directly to you, allowing for little
2:15 – input from the audience. While cool media allows for variation
2:20 – in information, so the audience has some form of interaction with the media.
2:25 – For example, a lecture is a hot media, because the information is
2:30 – being fed to students with no breaks, the information is prepared beforehand, and delivered
2:35 – as such. However a tutorial is cool, because while a general topic
2:40 – topic and subject is agreed upon beforehand, the actual content
2:45 – varies depending on the participants, it is highly interactive.
2:50 – When it comes to television vs. the cinema, TV is cool, while the cinema
2:55 – is hot. You have complete control over what you watch on the television, but in the
3:00 – cinema, you are placed in a dark room, unable to pause, rewind
3:05 – or change film during the presentation.