“Hot” and “Cool” Media

When you first see this two terms “hot” and “cool” media. What do you think of?
What exactly does these terms really mean?
Does it really mean hot as in popular? or cool as in “in” thing kind of media?

“Hot” media

Hot media are generally, but not absolutely, visual media; for example, print occupies visual space and is “hot”. Hot media favor 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, lecture and photograph.

“Cool” media

Cool media are usually, but not always, associated with the sense of hearing. They require more active participation on the part of the user, including the perception of abstract patterning and simultaneous comprehension of all parts. Cool media, according to McLuhan, therefore include television, as well as the seminar and cartoons.

information from: http://www.videomcluhan.com/hotandcool.html

Advertisement