2). Do you agree with Marshall McLuhan that the medium is the message, i.e. that the format or logic of a medium is as important as its content and, in fact, determines what content will be broadcast through that channel? Evaluate his idea that television is a cool medium.
I have to agree with Marshall McLuhans concept of the medium being the message. I also have to disagree with McLuhan’s assessment of TV being a cold medium, in the context of modern television.
First, like nonverbal communication, the medium tells something to the receiver before they even find out what the message is. You may or may not have heard of the new movie “The Messenger” which depicts the lives of army personnel who have to deliver news of soldier’s deaths to the soldier’s family. They deliver the news in person. Several times parents or loved ones who see these uniformed and solemn-looking men approach already know that the news is bad. They perceive the message by deducting from the medium, which is a message within itself, much like nonverbal communication. Once within sight the message is already communicating before a word is spoken.
McLuhan’s assessment of television being a cold medium, meaning more participatory, was truer during his time then it is now. I disagree with it in the context of modern television I do understand that this “hot” and “cool” are on a continuum, leaving me to say that it is simply less cold today. The reason being that TV now may present a realistic and participatory spin with shows like American Idol and Dancing with the Stars, but in my opinion the evidence showing how the judges responses are pre-written casts doubt on these being different than scripted movies.
Plus, with commercials now using the same soundtracks, camera lens, dramatic effects, visually stunning animation I would say that TV has become much more an appeal to the visual senses, and leaves much less room for conscious efforts at pieces details together.
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I really liked the example you took from the movie ‘The Messenger,’ it really demonstrates McLuhan’s point that ‘the medium is the message’ because, as you said, as soon as the family members see uniformed men on their doorstep they assume the reason they are there. Another example is when your phone rings late at night you know it probably means something bad. Last month my parents’ house phone rang after 10 p.m. and before I knew who it was my heart started beating a little faster. Sure enough my feelings were correct, it was my grandma calling to tell us that my aunt had a heart attack. She is fine now, but it was a scary moment.
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