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Canonic Texts In Media Theory Essay

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DEPARTMENT OF MEDIA COMMUNICATION AND CULTURAL ANALYSIS ___________________________________________________________________________ ASSIGNMENT ON: Marshall McLuhan’s Understanding Media COURSE TITLE: Canonic Texts in Media Theory SUBMITTED BY: SUBMITTED TO: Nosheen Ahmad Staffan Ericson McLuhan’s Understanding Media “After three thousand years of explosion, by means of …show more content…

McLuhan also called language a medium, a medium to express our thoughts, feelings, ideas. So, language is the door opener in the transformation of human civilization. Hot and Cold Media: It is the most confusing theory of all McLuhan’s theories. McLuhan describes some mediums hot and some cold e.g. he called film, radio, photograph, print, lecture and books hot medium and on the other hand cartoon, telephone, writing, speech, television, discussions, comics are cool medium. McLuhan believe that the hotness or coolness of the medium increase or decrease the effectiveness of medium. But, whether the medium is hot or cool it highly depends on society into which it is injected. As McLuhan writes: “Nevertheless, it makes all the difference whether a hot medium is used in a hot or cool culture. The hot radio medium used in cool or non-literate culture has a violent effect, quiet unlike its effect, say in England or America, where radio is felt as entertainment. A cool or low literacy culture cannot accept hot media like movies or radio as entertainment. (pg. 33) So, to judge the coolness or hotness of the medium we cannot just rely on the medium itself but have

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