CMST 3K03 Lecture Notes - Lecture 4: Understanding Media, Marshall Mcluhan, Spoken Language
8 Dec 2013
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He expands on his ideas of the medium is the message by distinguishing between hot abd cool mediums. He describes bey differences they have on audiences: Why: low level of audience participation, one of the senses is engaged with a high volume of info, the hot medium paints an explicit sensory picture for us, ex. Why: high level of audience participation, creates a multisensory experience that demands high level of engagement from audiences, the cool medium gives limited information, requiring the recipient to fill in the details. The audience must use their imagination and creativity and thereby participating in the medium: ex. Perhaps the most familiar and pathetic effect of the tv image is posture of children in the early grades. Since tv, children regardless of eye condition, average about 6 from the printed page. Our children are stiving to carry over to the printed page the all involving sensory mandate of the tv image.
