Hot and Cool Media

Hot and Cool Media

Introduction

This paper intends to explore about 'hot and cool media.' The theoretical assumptions and examples of previous research applications of the theory will be provided in the paper. Moreover, the application of 'hot and cold media' from the viewpoint of society will be exemplified.

Discussion

Communications and various forms of media is the most important aspect of today's modern life. There are various forms of media like electronic, print, social and others. However, Marshall McLuhan provided a different aspect of media commonly known as 'hot and cool media.' McLuhan revealed this aspect of media in his one of the most famous books 'Understanding media' in 1964. The concept behind the idea of 'hot and cool media' was the belief of McLuhan that all the forms of media which are chosen by consumers to view invite different degrees of participation (Gerald, 1967 Pp. 1-55).

Hot media refers to high resolution media which attracts low participation of audience. Hot media mostly includes the visual media. Hot media basically refers to occupying the consumer's attention. For instance, print is included in hot media because it occupies visual space. Hot media allows consumers to take precise decisions, analyze and order their preferences sequentially. Hot media captures the attention of any one of the five senses of human beings like sight or sound. Hot media also includes radio, cinema and photography.

On the other hand, cool media is the low definition media which catches high participation of audience Cool media usually refers to the capturing of 'sense of hearing.' Cool media calls for active participation from consumers. McLuhan included television in the category of cool media. Seminar and cartoons are the few other examples of cool media. McLuhan's concept of hot and cool media depends upon the continuum of measuring scales rather ...