Dope Sheet (5 seconds)

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

0:20Understanding 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.

3:10

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