hotcool
TRANSCRIPT
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McLuhanSaysMcLuhanSaysAhot medium isone that extendsone
single sense in highdefinition. High
definition is the state of being well filledwithdata.
Understanding Media, p. 22Hot mediaare, therefore, low in
participation,and cool mediaare high inparticipation orcompletionby theaudience.
Understanding Media, p. 23
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HotHotMediumMedium Single sense, high defn,
lots of information
Little completion oractive participation
Tends to exclude
Leads to specialization,fragmentation
Numbs awareness,lessens total perception
Short, intenseexperiences
Tends to hijack attention
Multiple senses, lowdefn, less info for each
High participation, activecompletion
Tends to include
Leads to generalization,consolidation
Engages awareness,heightens perception
Longer, sustainedexperiences
Actively aware attention
CoolMedium
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Examples:Examples:
Renaissance painting
Photograph
Print (e.g. books)
Popmusic
Lecture
Mosaic or abstractart
Cartoon
Seminar
Speech
Contemporary jazz
HOT COOL
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Abstract art is the art of making the
image, not the art of matching inner
and outer.
Culture is Our Business, p. 88
McLuhan SaysMcLuhan Saysaudience participation or completion
Recall:When truth is reduced to mere matchingof inner and outer, anystatement can bequestioned.
From Clich to Archetype, p. 30
Abstract art is the art ofmaking the
image, not the art of matching inner
and outer.
Culture is Our Business, p. 88
Abstract art is the art ofmaking the
image, not the art ofmatching inner
and outer.
Culture is Our Business, p. 88
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McLuhanSaysMcLuhanSays
Consistency isameaningless term to apply to
anexplorer. Ifhe wanted to be consistent, hewould sayhome.
McLuhanHot & Cool, p. xiii
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McLuhanSaysMcLuhanSays
Dontallow my terminology to putyouoff. I
use language asaprobe notapackage. EvenwhenI seem to be making verydogmaticstatements, I am exploring contours.
Letter to JonathanMiller, May4, 1965
Gordon, Escape Into Understanding, p. 214
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GroupProbesGroupProbes
Why would a supermarket want tohave an in-
store bakery and offer free samples? Think of womens fashion. Ishautcouture
hot, cool, both orneither?
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The ArtistsAwarenessThe ArtistsAwareness
The artististhe maninany field, scientific or
humanistic, who graspsthe implications ofhisactionsand ofnew knowledge inhisowntime. He isthe manofintegral awareness.
Understanding Media, p. 65
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We NowPause foraWe NowPause foraMessageMessage
fromOurSponsorfromOurSponsor
SpawnSir?SpawnSir?Spinster?Spinster?
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Some CoolStuffSome CoolStuff Lander
Hyundai
Levis
Underdaks
Volkswagen
Toyota
Woodpecker
Racism Stop It!
Japp 1
Japp 2
Japp 3
Exam
Apple Big Brother
MovementWithoutConstraint
Trash Mirror
Starry, starry night
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TelevisionorTeletouch?TelevisionorTeletouch?The TV image isnow a mosaicmeshoflight
and dark spots
The TV image requireseachinstantthatweclosethe spacesinthe meshby a convulsivesensuousparticipationthatisprofoundlykineticand tactile
The TV image isone of low definition, inthesense thatitofferslittle detailand a lowdegree ofinformation
Understanding Media, Chapter31
Television
HotorCool?
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The MovingFingerofTelevisionThe MovingFingerofTelevisionButTV is, above all, anextensionofthe sense oftouch
iconographic art uses the eye aswe use ourhand The TV
image evenmore than the icon, isanextensionof
thesense oftouch.
UnderstandingMedia, 333 334
The MovingFingerwrites; and, havingwrit,
Moveson: norallyourPiety norWitShalllure it back tocancelhalfa Line,
NorallyourTearswashout a Word ofitEdward Fitzgerald, The RubaiyatofOmarKhayyam
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SmallGroupsProbeSmallGroupsProbeWhattemperature is television now?
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McLuhanSaysMcLuhanSaysRadio isahot medium Radio will serve as
background-sound or asnoise level control, aswhen the ingenious teenager employs itasameansof privacy.
Understanding Media, p. 312
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McLuhanSaysMcLuhanSaysPuthundreds of extra lineson the TV image,
step up itsvisual intensity to anew hot level.Thismightserve to reverse the whole effectof TV. It might make the TV imagephotographic, slick, like movies: hotand
detached.McLuhanHot & Cool, p. 278
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McLuhanSaysMcLuhanSaysIntensityor highdefinitionengenders
specialism and fragmentation in living
whichexplainswhyany intense experiencemust be reduced to averycool statebefore itcanbe assimilated.
For manypeople, thiscooling system bringsona life-long state of psychic rigor mortis,or ofsomnambulism
Understanding Media, p. 24
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GroupProbesGroupProbesWhat affectsthe temperature of a medium?
What causesmedia temperature tochange?
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SmallGroupsProbe IISmallGroupsProbe IIThe hotting-upofone sense tends toeffect
hypnosis, and the cooling ofallsenses tendstoresult in hallucination.
Understanding Media, p. 32
Overheating amedium induces reversal.
Find examplesand evidence ofmedia that havereversed temperatures.
Describe the situation, the ground and the heatingorcooling influencesand effects.
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ForNextTimeForNextTimeModes of Conversation:
Whatare the effects ofthe various media of
conversation?Are there analogues between the various types
of non-electronic and electronic media ofconversation?
Can we understand the often surprising effectsof electronically mediated communications?