Word: medias
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Dates: during 1960-1969
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Scandinavians are reaching out in other media. Ingmar Bergman's tortured film canon, topped by The Silence, has built a worldwide movie cult unequaled by any Scandinavian since Garbo's girlhood. Half a dozen Swedish singers, from Kerstin Thorborg to Birgit Nilsson, commute between Stockholm's Royal Opera and Manhattan's Metropolitan. Swedish Economist Gunnar Myrdal, author of a classic study of the U.S. Negro and his problems, who went on to become executive sec retary of the U.N.'s Economic Commission for Europe, is currently writing what promises to be the definitive work...
UNDERSTANDING MEDIA by Marshall McLuhan. 359 pages. McGraw-Hill...
...arts, the universities, and the communications industries are hit by a new book, which becomes a fad or a parlor game. This summer's possible candidate, with what may be just the right combination of intelligence, arrogance and pseudo science, is Marshall McLuhan's Understanding Media...
...trouble is that print is what McLuhan calls a "hot" medium of communication: sharp in definition, filled with data, exclusively visual and verbal, but (a key and debatable point) psychologically damaging and low in audience participation. Other hot media by McLuhan's rules are photography, movies, competitive spectator sports and radio. Hot media make men think logically and independently, instead of naturally, "mythically" and communally. This is bad. What McLuhan likes are cool media. These are fuzzy, low in information, but richly demanding on the audience to fill in what is missing. The telephone, modern painting, but pre-eminently...
Pseudo Science. As an intellectual game called "cool and hot," the system has great possibilities for a chatty weekend at Big Sur or Martha's Vineyard. Clocks (hot), money (hot), clothes (getting cooler in the U.S.), nudity (very cool), and almost anything else can be interpreted as media by McLuhan's rules. "Backward countries are cool, and we are hot." Autos are hot. The "blurry, shaggy texture of Kennedy" was a natural for cool TV, which is why "sharp, intense" Nixon lost the debates. Private enterprise is hot; public debt is cool, Iago is cool, but Othello...