By Angela Krewani
Marshall McLuhan used to be one of many best media theorists of the 20 th century. This choice of essays explores the various points of McLuhan’s paintings from a transatlantic point of view, balancing utilized case experiences with theoretical discussions.
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Extra resources for McLuhan's Global Village Today: Transatlantic Perspectives
Example text
3 The user of cool media has to complete what has been omitted. As a consequence, he/she has to be significantly more active than the user of hot media. ’4 Open-mesh silk stockings5 and sunglasses6 are thus conceived as cool media: the picture offered to the viewer demands completion of what is concealed. In spite of McLuhan’s frequent polemics against the moral fog that surrounds technological change,7 the distinction of hot and cool media involves ethical concerns. 8 Accordingly, McLuhan criticizes the approach of Californian authorities who forced traffic violators to watch movies about car accidents that showed twisted wreckage and mangled bodies.
Here the participation McLuhan talks about becomes intelligible as a process of empathizing, where mere hints are sufficient to imagine the consequences of a situation. Instead of directly supplying one’s senses with these consequences, they unfold a stronger presence in one’s imagination. This is the reason for the ethical superiority of cool media over hot ones, which do not provoke imagination. ’9 Total indifference or numbness is the effect of permanent exposure to the explicit sensual data provided by hot media.
24 These literalized societies were connected to a pedagogical system that enabled a process of hallucinating with two aspects: not only was a meaning assigned to the printed letters, this meaning even took the shape of concrete sensual perceptions that were imaginatively based on these letters. 25 There is no need any more for the construction of perceptions in the imagination of the reader. ‘Movies thus took the place of the fantasy of the library. ’26 The point that I want to make here is not only that both McLuhan and Kittler are talking about hallucinations, but that the hermeneutic hallucinations that Kittler speaks about are perfect instances of the completing and hallucinating activities that McLuhan describes.