– Marshall McLuhan

 –  He proposed that the media had a greater influence on people than the actual information

– His studies included his classifications of hot and cool media. This is where the medium of communication has different types of interaction with its intended audience

–  Hot media requires very low levels of interaction, and is high-definition. It is a more complete form of media. Cool media transmits partial messages, and is low definition. Cool media requires filling in by the receiver, and demands a high level of interaction. (information taken from http://www.free-termpapers.com/tp/33/peh115.shtml)

– The medium is the message



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