Marshall McLuhan 1911 – 1980 Understanding Media (1964) "The "message" of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.“ (p. 24)

Hot and Cool Media 'Hot media'Cool media' ‘(low participation) (high participation) radio telephone movies television photograph cartoon print speech

For a period of time each new medium has as its old content the old medium. Film was originally the stage. “Global village”

Tetrad of a Medium What does the medium enhance? Radio enhances news and music. What does the medium make obsolete? Radio reduces the importance of print. What does the medium retrieve that had been obsolesced earlier? Radio retrieves the spoken word. What does the medium flip into when pushed to extremes? Radio flips into audio- visual TV.