McLuhan Understood?

Share this content:
While I agree with Ruth P. Stevens' column "Post-Bubble Internet Marketing," I fear that her New York University graduate students might challenge her regarding her assertion that the Internet is a "cool" medium because it cannot create an emotional bond or tell a story as powerfully as television in the sense of Marshall McLuhan.

McLuhan's point about the "temperature" of a medium is not its emotional tug, but its "sense of high definition, or state of being well-filled with data," in McLuhan's terms.

For example, a cartoon is a cool medium (low definition) and a photograph is hot (high definition). Speech is a cool medium of low definition because so little is given and so much has to be filled in by the listener. McLuhan determined that a movie was a hot medium while TV was a cool medium, though that may have changed since the 1950s.

It has nothing to do with the emotional tug it creates or any other content, only the nature of the experience and the delivery of information.

So what is the Internet in these terms?

It gives a lot of information and also demands intense interaction with the user.

Is it cool or hot? Who cares?

As a marketer, the Internet can make me shiver and sweat at the same time. Of course, analyzing any report on a direct response campaign can often cause the same effect.

Jerry Michaud, Chief marketing officer, Memberdrive Inc., Fairfax, VA


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above