eXistenZ

     These days we are all dependent on some sort of technology.  This is what the movie eXistenZ is trying to get across to the viewers.  Many of us would not know how to function without computers or cell phones.  In a way we put part of our self into them by uploading pictures and videos or entering a list of personal phone numbers.  In the movie this actually physically happens when the gamer plugs the cord from the pod into their back.  We put trust in our electronics to save and keep our information just like in the movie where the pod has control over the person in the game and the person must the game to keep them safe.  The pod can make the virtual gamer say what it wants to keep the plot of the game going, even if the gamer does not want to say or do an action.  The pod then becomes apart of the person.  The humanly, skin type texture of the pod just adds to it. This correlates to what McLuhan has said about media being an extension of us and when our media is taken away it is like an amputation.  The pod actually feeds off the gamer in the video and if the person is tired and weak the game wont work right.  This is seen in our life with technology, too.  If a person spends too much time on the computer or watching TV they get tired and feel drained.  They then resort to eating or exercise or a mental break from technology to get their strength back. Overall, eXistenZ is a metaphor about how technology has become so important to us that it is like it is we are physically connected to technology.

Bodies and Machines

The film blurs the lines between the physical body, mental perception and mechanical machines. In the world the body is not only flesh and bone but also incorporates a machine. Or in the case of the gun, flesh and bone can be transformed into a machine. But the body also house emotions and opinions, but by incorporating a machine into the body these are altered, as to what extent we cannot know. No longer is the body pure. The film shows that it is hard to distinguish what is reality when involved with something virtual. It is only through machines that this virtual reality is accessible. The film also shows how there is a compulsive relationship between body and machine, and mind and machine. The machine needs to the body to function, it runs of energy. The mind needs the machine to access the virtual world, like a drug. The body and pods are connected by umbilical like connectors, symbolic of the nourishment a mother gives an unborn child. Furthermore the mind also contributes to the virtual reality by introducing it's own thoughts into the already constructed system to bring about small alterations. In this way the machine, mind and body become connected.

The film also questions the idea of being "alive". The pods are grown from mutated animals and require mutated organs if they need repair yet they are not "alive" in the same sense as a human being is "alive". There is some reference to these pods wanting to communicate to the connect humans through the theme of disease whilst in the game as a cry for help. Does this mean the pod is "alive"? It clearly wants to live.  However it is a manufactured object, a games console, it does not require the essentials that a human being needs to survive. The film is ambiguous in that it questions what it means to be living. Those people addicted to living in these virtual worlds, are they living? Or is it the people who fight against these virtual worlds that are living?

eXistenZ

Keeping in mind this week's reading concerning bodies, senses, biomedia, cybernetics, and new media, answer one of the following questions about eXistenZ:

-- What point is the film making about the interaction between bodies and machines? How does the film blur the boundaries between machine-like bodies and biologically "alive" machines, and what is it saying about the differences and similarities between them?

-- What does the film propose are the limitations of virtual reality? Can a virtual world be more real than the real world when one is removed from one's real body, and when one's virtual body is forced to do things beyond its control? Or does a virtual world realize possibilities concerning the body that are actually limited by the physical laws and mental repressions of the real world?

-- Dialogue from eXistenZ:

"We're both stumbling around together in this unformed world, whose rules and objectives are largely unknown, seemingly indecipherable or even possibly nonexistent, always on the verge of being killed by forces that we don't understand."

"That sounds like my game, all right."

"That sounds like a game that's not gonna be easy to market."

"But it's a game everybody's already playing."

If life is a game along the lines Jude Law's character describes, then what does it mean that in the film people play virtual reality games that merely amplify real life rather than completely escape from it? Is it because we are still so attached to our bodies that we cannot completely transform into "the new flesh" envisioned in Videodrome? Or is it because we are less in control of our bodies than we like to think and use games to more fully let go of any control over them?

Rap Battle: Obama vs. Romney

This video features impersonators of Mitt Romney and Barack Obama having a rap battle.In the video, infamous issues that both candidates have faced during their campaigns are included, such as the 47% statement made by Romney and Obama's inability to follow through with changes he promised four years ago. The video does not take a side since both candidates are being trashed, especially seen at the ending when Abraham Lincoln flies in. This "rap battle" is a creative way to express the idea of both candidates being wrong for the presidency by bashing them in a humorous way.

Will the Real Mitt Romney Please Stand Up

http://www.youtube.com/watch?v=bxch-yi14BE

This video takes parts of President Obama’s speeches, Mitt Romney’s speeches, and other recognizable political figures to create a new version of Eminem’s “Will the Real Slim Shady Please Stand Up.” In this case, however, the song is called “Will the Real Mitt Romney Please Stand Up.” This video is a creative way to bring attention to Mitt Romney’s reputation for flip-flopping on issues. This would not have been possible in the past because we did not have the editing programs necessary to isolate parts of different videos and splice them together in a creative, new way to convey a message to the public while being humorous. Videos such as this one show how far technology has come and how it can be used in different ways to convey a message to the public.

Barack Obama Singing Call Me Maybe by Carly Rae Jepsen

http://www.youtube.com/watch?v=hX1YVzdnpEc

     In this Youtube video a person has taken parts of many different speeches Barack Obama has given over the television and has used his words to produce the song "Call Me Maybe" by Carly Rae Jepsen.  The video twists the meaning of the word's Obama says by taking them out of the original contest.  It is a perfect example of a creative way to use technology and politics.  Its surprising to the viewer to see he has actually said all the words needed to make the song.  The audience gets no political information from this but instead is amused by the video.  The video is very ironic because it is taking a very serious subject of politics and turning it into a light, playful joke, which is not normally how politics are viewed.  Before television was invented this was not possible but now there are endless possibilities with the use of television.  This reminds me of the word clouds we viewed in class since both are taking the President's words out of context.

http://www.youtube.com/watch?v=bQu2SVFF-cU&feature=relmfu

The internet provides people with access to share ideas and opinions through creative ways, even on political topics. YouTube fosters the creation of creative material, whose main purpose is entertainment of viewers. This video compiles clips of President Obama speaking over the tune of "U Can't Touch This" in order to cleverly respond to the criticism of him saying "you didn't build that." That quote is an example of the media spinning a phrase in a negative light, taken out of context, to make an argument using the offense. It shows clips of right-wing political commentators saying that there is no way to take  what Obama said out of context, after ironically doing just that. The song exaggerates Obama's statements in an entertaining way and shows just how out of context anything said aloud could be taken. This same user has created many other politically oriented videos that have all received millions of views since people enjoy the material. He creates arguments through the use of music and edits of political figures, and it makes it seem like the concept is so simple even though so much effort has to be put in to perfectly edit the final product. This video is a great example of expression using the unique audio-visual format of YouTube, and also unites the powers of technology and media.

Internet - Medium - Politics

Internet has proven to be one of the most effective mediums to transmit ideas. Mostly because of its vast reach and ease of access. Unfortunately, like many other mediums, not everything posted on the inter-webs is valid.

This year, the internet has become a vital medium for the presidential candidates. Using videos and post to reach the undecided voters residing in the swing states. A profile has been created to depict the average undecided voter of this presidential election. The traits are as follows:

62% Young Females

High School Education

Don't Have Opinions *

Don't Follow Politics *

Low Income

Renters

Do Not Own Guns

36 percent spend five hours a week on Facebook *

The video above is a creative/sarcastic manner to comment on the political debate itself. Using comedy, it portrays what many people take from the debate: superficial aspects. People tend to focus more on the candidates expressions, body language and gestures rather on the message they are giving. One reason could be attributed to the fact that almost everything discussed during a debate has been previously stated, leaving for very little novelty in terms of information. The other is due to people not being interested in politics. The truth is that regardless of what the candidates said, very few of the already decided voters would have had a change in perspective. This leaves the undecided voters, which in most cases could care less about what they were saying. 

In the video, the audio feed from the first debate is replaced with words that synchronize to the lip movements of the candidates. The message itself does not transmit any pivotal information, but then again even if it did very few people would change their political support.

Then you have individuals that post the following opinions:

It's important to stress the relevance of this medium, as so many of these undecided voters have access to it. So when it comes time to form opinions on these topics, they are easily influenced by what the see. Not having a strong interest in politics, leads to very little effort being placed to inquire about the topic, let alone finding out if what is circulating is in fact rational.  

Horses and Bayonets

http://www.youtube.com/watch?v=zfpSbuC8PMQ

This video features a compilation of videos that arose after the final presidential debate where the phrase "horses and bayonets" became a big hit on the internet. During the debate Obama uses the line in discussion about the military. This video demonstrates how one simple phrase can create a network across the internet with the same message. Whilst being humorous and entertaining it still keeps the politics at the forefront of our mind or at least raises some awareness as people search for the source of this new viral phrase.

The video also demonstrates the numerous ways in which the internet is accessible. From quick hand drawn sketches to well known memes, the internet can house and catalog all of these different forms that can be y found simply in a Google search within seconds. It also allows for the sharing of an idea, concept or in this case a simple phrase. Audience members are able to quickly share their thoughts or images within a few seconds creating a viral wave. This is very important in politics as it may give a candidate an advantage. 

Political Spoofs

President Obama on Death of Osama bin Laden (SPOOF)

          The video link posted above is one of many Political Spoof videos that have been made as a reaction to the 2012 Presidential election. These Spoofs, make fun of a certain candidate in one way or another to try and make the audience laugh while at the same sending out a specific message.
          The video posted above uses its medium (the internet) to piece together a visual and auditory composition in reference to Obama. This is very creatively done by using a man who is very similar to the current President in appearance, and having him speak in a manner similar to that of the President's. Once the video turns more into a rap, the tone is silly and fun, but underneath there is a message being delivered to the viewer. The message states one of Obama's biggest success as a President, killing Osama bin Laden, and procedes to try and make any questions regarding why it took the President so long to tell he public this news.
           While it is poking fun at Obama, the video is clearly inclined to the Democratic favor. This is a great example of how technology and politics meet to create something that is entertaining and at the same time delivering a political message to all the viewers.

Prelude to Video Argument Assignment

Your next major assignment will have you "produce a short (3 minute) video document concerning contemporary issues regarding politics and the media. Considering Stanley Cavell’s definition of film as a 'succession of automatic world projections' alongside our investigations of media, students’ videos must express their own definition of the medium of video. A project statement will accompany each student’s video." In preparation for this assignment, scour the Internet and find a video that uses the medium itself in a creative, challenging, and/or self-reflexive manner to comment on the relationship between media and politics. Explain what the video is doing, how it is doing it, and why it relates to the communication of political and technological concepts. Try to post something by Friday's class.

Everyone should enjoy this at least once...

Group 2

http://www.youtube.com/watch?v=ePyRrb2-fzs

Group 1 Old barrow

  

 

 

Group 2

http://abcnewsradioonline.com/storage/news-images/Getty_022312_ReachingIntoRefrigerator.jpg?__SQUARESPACE_CACHEVERSION=1330018105533

http://lastchancetraining.com.au/wp-content/uploads/2011/08/sorry.jpg

http://s3.amazonaws.com/production.calumet.good.is/photos/175399/original/communication-problems-in-marriage1.jpg?1350410284

Group 3 "Summer Song"

http://www.youtube.com/watch?v=N5EnGwXV_Pg


http://www.youtube.com/watch?v=AlXDo5WhQXI


http://mimg.ugo.com/201004/42682/cuts/moon-stares-at-link-in-the-legend-of-zelda-majoras-mask_480x480.jpg



http://farm4.static.flickr.com/3045/3051298328_9083cfa55c.jpg

Group 1: The "New" Red Wheelbarrow

The Red Wheelbarrow 

So much depends upon

a red wheelbarrow

glazed with rain water

beside the white chickens


Kanye West - Power

Videodrome

McLuhan's theory that technology and media are extensions of the body and mind is one that is present throughout the film Videodrome. The entire film is composed of Max Renn's hallucinations that become blurred with his reality. These hallucinations are a perfect example of how technology and media become an extension of the  mind. All of Max's hallucinations occur when he is watching Videodrome, which means that the media form of television is  a trigger for these hallucinations. Additionally, all of the hallucinations involved television in some form or another. In other words, all of his hallucinations involved somebody talking to him through a television set and through videos.
The hallucinations Max experiences are also evidence that the media and technology are an extension of the body as well. This is best shown when Max "sees" the video tape and the television exhibit human-like qualities. They begin pulsing and breathing as if there was a real person inside them. Another example of how technology is an extension of the body and mind is how Barry O'Blivion has been dead for quite some time, but is still able to influence public opinion through the videos he left behind.

I think this film addresses the theory that viewers are screens upon which television is projected by showing how Max goes from not being very involved in Videodrome at the beginning of the film to becoming completely engrossed in it as the movie progresses. When he first saw Videodrome, Max was intrigued because of how it related to his job. He did not seem to be somebody that supported or that would engage in the acts shown in the video. However, by the end of the movie Videodrome had taken over and made Max an extremely violent person. In this sense, Max was a projection of the violence portrayed in Videodrome.

Hot & Cool Media: Movies vs. Youtube

These days many people watch and upload videos to YouTube. Some of these videos are movies that have either recently been released in theaters or that have been in existence for quite some time such as Disney movies. Movies in the movie theater are considered a "Hot" medium according to McLuhan. Movies do not encourage audience participation, and has an "accept what you see" mentality associated with it. The Internet on the other hand is a "Cool" medium. On the Internet people have the opportunity to question motives and share ideas with others in order to gain more insight on a movie. Additionally, the Internet can be used to manipulate movies in order to convey a message or opinion. For example, the link I have posted below is of a YouTube video somebody posted of their favorite Disney movie moments. This video is somebody else's opinion of the best Disney moments that they think are worthy of being shared with the public. What is nice about YouTube is that people can watch your video and then proceed to like or dislike it as well as leave a comment with their own opinion on the subject matter of the video. This encourages people to interact through the Internet and increases participation in that media form. This transformation of taking clips from several different Disney movies and putting them into one video takes away from each movie individually in my opinion because many of the clips are spoilers. However, seeing the clips from several different movies at once may encourage a YouTube viewer to watch a movie they have not seen before, which can work to the advantage of the movie industry.

http://www.youtube.com/watch?v=x4pdRooG-ho

Videodrome

           Videodrome is a difficult film in that it pushes the boundaries for what is deemed acceptable in our society. Through the use of McLuhan's works, the film brings quite literally brings media to life by making inanimate objects such as a television and a video tape, come to life and interact with Max, the main character. these interactions, which are first deemed hallucinations, begin to drive the actions and thoughts of the main character which lead to not only his own body mutilation, but the death of many other of the films characters.
          The film also plays upon the theory that media is an extension of the human body with Professor Oblivion. As it turns out, the Professor has been dead for 6 months at the beginning of the film, yet, through the use of media his daughter is able to keep him alive in the public eye. He constantly refers to the fact that "the television is the mind's eye", which implies that all our basic social abilities such as gathering information and social interaction, can be performed through media. One no longer needs to present. This is surprisingly true in our modern world, seeing as the internet has provided an interface in which all our social needs are met without any physical interaction.
           Another topic in Videodrome that is constantly played upon is the thought that certain images and media can create paranoia in an individual. In the film, the female character that plays one of Max's business associates warns him that there are certain images that aren't meant for the public. This is because we are sheltered in how we are raised so that the atrocities of the world are hidden from us. However, Max experiences these disturbing realities first hand which in turn cause him paranoia and his hallucinations leading to what we assume is his ultimate demise. In this modern world, due to the popularity and vast reach of the internet, the public is no longer as sheltered from many disturbing images and media. Things such as mass murders, pornography, and death are all easily accesible to millions around the world. This new overload of harsh information has created a generation of individuals that are either paranoid or have become, in a way, imune to the images and media presented to them.
            Lastly, the signal of the Videodrome itself is something private and secrete. As shown in the movie the only way to access the feed was to hack into the signal, and it only lasted for a few moments. This secrecy plays upon natural human curiosity which is why Max was so eager to et his hands on the show. He wanted to understand Videodrome, but as it turns out he ended up being used as an experiment to see if you could manipulate an individual through the use of television programming. This, again, is another reference to our modern world, which is so reliant and manipulated by information presented through the media.

VIDEODROME: An extension of McLuhan

-- In what way does Videodrome create visual metaphors for McLuhan's theory that technology and media are extensions of our bodies and minds? In what way does the film imagistically realize McLuhan's theory that viewers themselves are screens upon which television is projected? Think of Max Renn's mental and corporeal transformations.

VIDEODROME was a wonderfully abnormal film, which in many ways depicts and furthers McLuhan's theory on technology being an extension of our bodies and minds. As McLuhan eloquently states:

"Any invention or technology is an extension or self amputation of our physical bodies, and such extension also demands new ratios or new equilibriums among the other organs and extensions of the body. There is, for example, no way of refusing to comply with the new sense ratios or sense 'closure' evoked by the TV image."

This example he gives, can be seen through many visual metaphors throughout the movie. Max Renn, the protagonist of the film, "suffers" the effects of watching the transmissions of VIDEODROME. Due to this he starts hallucinating, and adapting to the media around him by becoming more susceptible to others thoughts. This specifically is shown when Barry Convex introduces a VHS tape into Max's abdominal cavity, during the latter part of the film. Max seems to automatically "ingest" the information on the VHS tape, complying with its message without hesitation. Later we see Bridey introduce her own VHS tape, and Max once again is helpless, changing his objective to concur with those of Bridey. Another visual example comes when Max inserts a handgun into his abdominal area, which later becomes an extension of his body.

This idea propagated by McLuhan, in which the viewers are screens upon which television is projected are shown through the examples given above. The insertion of the VHS tapes, almost transforms Max metaphorically into a television. The media we consume, through different venues are transmitted to expose us to an array of thoughts and ideas. In many instances, on a sub-conscience level these ideas transform and become our own. 

The line which separates the reality created by television and that which surrounds us seems to become more of a blur as time passes and technology becomes more advanced. The extent in which Max is transformed may seem farfetched, but it serves as a metaphorical depiction of where we may be heading.

Videodrome and McLuhan

Videodrome demonstrates McLuhan’s ideas of media being an extension of the mind and body. The television has become part of the physical structure of a human being as well as having a profound impact on a person’s mental thoughts. This is clearly shown through the main character that becomes physically and mentally part of the show. Videodrome is a virus; it infects people just like media. We are shown the consumptive power of television, how the viewer is not only consuming the television but through this addiction they themselves are being consumed. Then through this consumption the viewer can be manipulated.

                I think one of the most prominent metaphors of McLuhan’s concept of media being an extension of the human body and mind is the perverse nature of the television show and the inability of the viewers to turn away. We are sucked into the experience. Possibly the reason for this is that those behaviours are unacceptable and therefore we cannot experience them except through this medium. But this also brings into question the lack of sensitivity; the audience is exposed to a vast number of images and therefore has lost a lot of compassion. Or possibly it is through the distance created between the created reality of the television and the reality that the viewer occupies. In this way the audience is allowed to each out into an extended version of themselves through the new media as is shown in Videodrome. 

Videodrome

Videodrome is a surrealistic depiction of some of McLuhan's theories about media as extensions of the human body. Though as McLuhan describes the effects of media using metaphors, the film was a literal take on humans being controlled by technology, best exemplified by the protagonist Max. He begins hallucinating as soon as he watches Videodrome, and is detached from reality in a way that makes the viewer uncertain of what is actually happening. His gun becomes an actual extension of his hand by the end of the film, showing that he is incapable of removing himself from the grasp of Videodrome. Whenever his hallucinations are triggered, he interacts with his television and does what he is told. This weakens him even when he is not in a hallucinatory state, ending with him being manipulated by both the people from Spectacular Optical and Bianca O'blivion. Ebert's idea about paranoia in the electronic age is depicted here, as Max becomes a slave to the power of Videodrome and follows through with the killings of his Civic TV partners, Harlan, and Barry Convex before finally copying what he sees on TV and killing himself.
McLuhan's idea that "backward countries can learn from us how to beat us" was also reflected in Videodrome, through Spectacular Optical's use of Videodrome to kill Barry O'blivion. If technology is in fact an extension of the nervous system, then it becomes a vital part of the human existence once presented to it. The power attributed to technology by McLuhan is definitely exaggerated in Videodrome, but it shows how media can be the most potent weapon of them all.

Hot within Cool Media

The cool medium of the internet has transformed the way people receive information, giving anyone the ability to participate and comment on what they are seeing/hearing. Hot media are usually sequential and logical, and favor one sense over the others. The customization and ability for interaction in image sharing sites like flickr, TV/movie watching sites like netflix and hulu, and online newspapers like CNN have already been mentioned, but the internet is continuing to grow through multimedia sites that allow anyone with internet access to participate and break down the hot media barrier.
Reddit allows users to share links to news and images, and the rank of each thread on the websites depends on upvotes by the other users, meaning that the input from members of the site is what decides which news will be seen on the front page. Users can also comment on any post and discuss anything with the original poster, so no image or story is left as is.
One of the unmentioned forms of hot media was lectures, which I think can now be also dissolved through the internet with the help of YouTube. The website is already used by many people to present and comment on news, inviting the written comments of others as well, with hyperlinks and annotations throughout the video allowing the viewer to choose what they wat to see. Even educational channels have annotations and allow viewers to write comments if they have further questions. So outside of the lecturing video, there is discussion among users about the content which is more similar to the seminar cool medium.
lecture channel: http://www.youtube.com/user/crashcourse
The internet allows communities of people to connect and create things together, and is continuing to shape the way information travels through space and time.

Videodrome

     Videodrome takes McLuhan's idea of media as an extension of the human body to a completely new level.  McLuhan says "Any invention or technology is an extension or self amputation of our physical bodies, and such extension also demands new ratios or new equilibriums among the other organs and extensions of the body." In the movie, Max Renn becomes apart of the television and the television becomes apart of him.  He then has hallucinations and starts being controlled by Spectacular Optical through the violence of Videodrome.
     McLuhan's idea of media as an extension of the body is seen through many visual metaphors in the movie.  For example, during his hallucinations, due to watching Videodrome, the gun literally becomes part of his body as it appears as a growth where his hand should be.  Also, when he is in his apartment the TV becomes humanlike as it reaches out with a hand to try to grab Max and moves with fluid motions as if breathing.
     The television exposes us to so many different ideas and new images, that it makes the viewer start to question what is real or not in their own life.  The TV contributes to much anxiety and paranoia of this century, according to John David Ebert.  As the viewer sees more and more disturbing images on TV it can make them scared of the world and worried whats out there or it can intrigue them creating psychotic individuals.  Which is what happened in Videodrome.
     In the movie Max's brain is being bombarded with crazy thoughts that he would not normally possess if it was without TV.  This idea is parallel to McLuhan's theory that viewers themselves are  screens upon which television is projected.  The TV is implanting violent and dangerous images in Max's head.  These images intrigue him.  At the end of the movie his hallucinations become real and have lethal consequences in his life.  At first Spectacular Optical puts the idea in his head that he should kill both his partners so Videodrome can take over channel 83, but then O'Blivion gets a hold of Max and has him kill Harlan and Barry in order to eliminate Videodrome.  At the end Max's bizarre hallucinations force him to kill himself.

Videodrome

Videodrome is odd, disturbing, and difficult, but I'd like you to write a blog entry by Wednesday's class (10/17) attempting to explain what the film has to do with the ideas of Marshall McLuhan and how they are dramatically realized in the conflict between Spectacular Optical and Barry O'Blivion's "Cathode Ray Mission," with protagonist Max Renn's Civic TV caught in the middle.

Some prompts to get you going:

-- In what way does Videodrome create visual metaphors for McLuhan's theory that technology and media are extensions of our bodies and minds? In what way does the film imagistically realize McLuhan's theory that viewers themselves are screens upon which television is projected? Think of Max Renn's mental and corporeal transformations.

-- John David Ebert: "Paranoia is one of the primary side effects of the electronic age. In the electronic age, what you have is an implosion of the personality and the creation of the multiple-egoic personality." In other words, the electronic age generates personalities anxious and confused by the awareness of a plethora of possibilities, opinions, and subjectivities, an awareness brought on by the instantaneous and widespread connection to the entire world as brought about by electronic technology. How is this paranoiac process literalized in Max Renn's journey, and what form does his paranoia take?  Think of the film's consistent and unresolved blurring of fantasy and reality.

-- We've recently discussed McLuhan's idea of television as a cool medium that invites participation, or "fill-in," from the receiver. How does the Videodrome signal encourage participation to frightening degree, and why? What is the Videodrome signal used for by Spectacular Optical on the one hand and Barry O'Blivion on the other? What are their philosophies that are so dangerous?

As a reward for chewing on the many ideas contained in this dense blog post I offer you the music video for "Rapture," a classic by Videodrome actress Deborah Harry's legendary band Blondie. Though always a welcome presence in any medium, Harry's attempt to rap on this otherwise stellar track may be more disturbing than anything in Videodrome.

Hot&Cool Media: Online Newspapers

    In Understanding Media McLuhan focuses on the differences between "hot" and "cool" media. He defines "cool" mediums as being low definition, low information, and high participation; such as the internet. "Hot" media on the other hand is defined as high definition, high information, and low participation; examples of this being radio, television, and newspapers. So what happens when the two combine? 
      Newspapers have been printed since the 1600's around the world and served as the main source of news for years. However; in the recent century, due to the evolution of the internet, online newspapers have become more sought after than print. Most, if not all, newspaper companies now feature websites where the same news can be accessed faster and more efficiently. Cool media, in this case the internet, has taken in hot media, like newspapers and made them more interactive and expanded their reader base. The New York Times for example is one of the most read newspapers in the world. Their online site features the news from the daily paper and in addition, an opinion section dedicated solely to interaction between the readers, editors, columnists, bloggers etc.. This function gives readers the option to send out feedback immediately, which was not feasible when newspapers were solely "hot" media.  
      The internet serves as a cool medium in the sense that the audience has full control of the participation and effort they send out and the form they send it out in. Since this cool media has taken over several forms of hot media, including print, it was taken away the aspect of "one-sidedness" that hot media is known for. 

Hot and Cool: Netflix and the Internet

http://www.netflix.com

            The Internet, if it were around when Marshall McLuhan was around, would probably have been labeled as a "cool" medium. This means that it is low in definition, requiring the viewer to participate more actively in interpreting the medium. The opposing form of media is a "hot" medium, which is high in definition, meaning that the participant does not have to take part of the medium. An example of a hot medium is a movie. However, there are many instances, especially with the invention of the Internet, that combine the two. Such is exemplified with Netflix, a website that streams movies for a monthly fee.

            Netflix and the Internet is considered a mixture of hot and cool media because it is a film that indirectly takes viewer participation into account. On Netflix, each person has their own personalized account, which give suggestions on which movies to watch based on previous viewing habits. Each movie also has a viewer rating, which is what the person who watched the movie rates it, on a scale of one to five stars. This could influence other people to watch or not to watch the movie. The fact that everyday people can vote upon their favorite or least favorite movies and have an influence on other people's opinions makes Netflix a cool medium. Not only does it have this five-star rating system, but Netflix has a review portion as well, where members can read reviews that other members have posted online. This gives a lot more information than just the five-star system and is another reason why Netflix is a hot medium stuck in a cool medium.

            In it's former medium, movies were viewed in theaters, with many other people. Psychologically, this could have an effect on someone's opinion of a movie: if everyone else laughs, it must be funny; if everyone claps, it must be good. However, Netflix is more often than not viewed alone, and hardly anyone claps for a movie while on their own. This shows that when there is no audience to influence the observer, and the movie can be judged for it's real quality. For example, people initially thought that the movie The Hangover was the "movie of the decade" a few years ago, based solely on it's raunchy comedy. In theaters, this could have been deemed true because everyone is laughing, but viewed alone, the comedic effect can be overlooked and the observer sees that the plotline is terrible and unrealistic. In this way, it adds to the original medium, just as it can be with DVDs. Also, some movies are powerful because of surrounding events. For example, United 93, a movie about the failed terrorist attack on the White House on 9/11/01, probably seemed a lot more relevant when it came out than it will fifty years down the road. Since the people who watched the movie in the theaters had experienced that day, many believe it to be a great movie, probably more so than it actually was. But on Netflix, someone can watch it fifty years from now and not get the same feeling as the person who saw it in the theaters. This displays how the context in which a movie is seen can add to the media as well.

"Hot" and "Cool" Mediums

         The internet has been highly influential in today's modern world. It shrinks our world, while at the same time influencing our interpretation of many works, which could have been perceived differently had they been presented in a "hot" medium. McLuhan defines a type of media as either "hot" or "cool" depending on the level of involvement people have as the information is presented to them.  A "hot" medium would be something like a newspaper. The readers gains information by reading the newspaper, but they have no say on what information is shown, its credibility, or the opinion given by the newspaper. A "cold" medium would be something like the Internet. It allows individuals to provide their own information or create opinions about existing information for others to see, and either agree or disagree with them. "Cool" mediums involve the audience more and create an atmosphere promoting the participation of other, while "hot" mediums do not.
          The photograph above, taken during the first 2012 Presidential Debate, is suitable for both "cool" and "hot" mediums. However, it's interpretation varies in both. In a "hot" medium, the photograph would have been presented with an article possibly describing Romney's performance during the debate. Yet, in a "cool" medium, such as the internet, it had been changed to depict a certain opinion. The words added to the photograph take away its credibility and seriousness by mocking the candidate and his political plans, while at the same time transforming the image into something that is merely demonstrating one person's opinion. However, because it is presented on the internet, other people can easily comment upon it with eiher criticism or praise, depending on their political affiliation. This type of participation makes the picture so much more powerful in this "cool" medium than it would have been in it's former "hot', newspaper print, medium. Its presentation on the internet challenges the rigid structure of "hot" mediums and brings about the question   Is "cool" a medium the only medium that will be used in the future?

Image Sharing Sites - Hot and Cool Media

                          McLuhan defines media as ‘hot’ or ‘cold’ largely dependent on the degree of audience participation. A ‘hot’ media usually emphasises one sense and pretty much tells the audience what is going on. On the other hand ‘cool’ media requires the audience to put a lot of effort in to understand and fill in the gaps that the media does not provide. Through using these definitions we can apply them to different media that we experience today. One of the most prominent and commonly used media is the internet which we can describe as a ‘cool’ media as it requires the audience to participate, to search for what they want to know or look or hear about. The internet is a medium which contains other media. So within a ‘cool’ media we can have ‘hot’ media.

                For example, image sharing sites that feature a collection of photographs, drawing and other forms of visual art. These sites are tailored towards vision and require very little participation from the audience. All the audience has to do is scroll down through the pages. This is wonderful for holding a large collection of images, which are often categorised. However, some of the original media is lost by placing these images on the internet like the texture and size. They are all made to conform into the same style, size and position in a unified page layout. Whilst being easily accessible they no longer possess all of their original qualities.

                But the issue with the internet is that it has many features and largely houses other media. These image sharing sites can be ‘hot’ media but they can also include a greater degree of audience participation through the many facilities of the internet. Choices are always being made when using the internet and the way in which we view media can vary. We are able to view an image sharing site where we see pages of uncategorised images or we can access an image sharing site where we can enter parameters for content, change the way we view the images and sometimes these sites are very interactive. In this way internet as a ‘cool’ medium challenges the ‘hot’ media as defined by McLuhan.

An example of image sharing sites-

http://pinterest.com/ 

Movies and the Internet

http://www.imdb.com

     Now a days, a person can look up any movie on the internet and find out its ratings, plot summary, cast, and much more information on it.  An example of a internet site that does this is imdb.com, which has information on movies, television shows, and movie trailers.  The internet, which is a "cool" media, has now integrated a "hot" media into it, movies.  I think this has benefited movies but also changed the experience.
     This has benefited movies because the internet can now make movies more participatory.  A person can now go online before watching a movie and look up what its about and if it has good ratings.  By doing this the person is more likely to remember the movie because their making a connection and efort by going online.  Hence, if a movie is popular online, more people will want to watch it and the movie owners will make more money.  Also, if a person likes a certain actress or actor then they can search other movies online that have that person in it.
     I think that the whole movie experience has changed since movies were adapted to the internet.  There is rarely any element of surprise any more because most of us have already seen online or on tv what it is about.  Also, if we see something we don't like about a movie then that may make us not see a certain movie but we might have actually really liked it.
     Overall, movies originally were never very interactive, all a person has to do was listen and watch.  Now though, the internet has changed that and we can go look up a summary of a movie before hand or find out the cast. The internet has changed our interpretations of movies.
   

The Smallest things DO make a difference. [First Political Debate]

The smallest things do matter when it comes to a nationwide televised debate. The first debate has come and gone, two sides with opposing views on many aspects of our country. Before watching the first debate of this political season, I had the opportunity to watch a video presented by the Wall Street Journal (link above.)

There are many thing we analyze on a sub-conscience level, mostly small things we tend to think we don't focus on. Before televising the debates, the main source to broadcast them were via radio. In this form we only used one of our sensors to pick up information (our hearing.) This allowed us to focus more on the content of the message being delivered. It was hard for the listener to determine if the candidates were sweating due to nerves, or not very interested. This allowed for a more straightforward analysis of both candidates and their respective parties.

As the debates transformed, using televised broadcasting as its medium many of the things we could not pick up previously became evident. In the debate between Nixon and John F Kennedy, we see Nixon sweating profusely. His presence almost seems dark as he almost displays having a six' clock shadow. Many people who witnessed this event were not aware of these almost "subliminal" messages. The overall effect was that people were more enticed with Kennedy, do to a combination of his looks and the uninspiring gestures of his opponent.

In this debate many of these small behaviors can be detailed. While Governor Romney always looked at President Obama while he was being spoken to, President Obama would often look down or away when he was being addressed. There were also many indications of nervous body language like the movement of his foot and the swaying of his hands. This overall "performance" given by President Obama was criticized after the debate concluded.

I personally don't believe that there is one clear winner. People who are affluent in politics, already have made up their minds on who they will vote for. Few of the things stated in the debate were of any novelty. So when it comes down to it, it's these little things that can sway the small percentage of citizens who are not that active when it comes to politics. Therefore making the medium more important than the message.

https://www.youtube.com/watch?v=OWvjjaH3ssc&feature=fvwbrel

Hot and Cool Media

After reading the first two chapters of Understanding Media, post a link to an example of a "hot" medium adapting, dissolving, or conflicting with/within the "cool" medium (as Marshall McLuhan would have likely deemed it) of the Internet. For example, one might post a link to a famous literary work originally intended for print that has now become transformed -- via hyperlinks, pictures, comment sections, etc. -- on the Internet. Explain how and why such transformations have come about and what they have added to or subtracted from the work in its former medium. What are the particular features of the Internet that make it a "cool" medium and how does it challenge the particular features of your chosen "hot" medium?

Also, for anyone who's interested, posted below is a debate between Marshall McLuhan and one of my literary heroes, Norman Mailer, on network television in the 1960s:

First Presidential Debate 2012

Presidential debates are meant steered by the moderator in order to maintain structure and organization in the topics of discussion, but this debate was not a good example of this in action. The candidates tended to take advantage of the poor moderation and continually went over time and made interruptions, in order to make all the points they were planned to make. The preparation that goes into debating is visible in the overuse of "zingers" that the public can latch on to, but it felt like everything was forced and more like a speech than a debate.
This contradicts the "cool" tone of television, as both candidates did not seem particularly relaxed, but the increased viewer participation through social networks like twitter invited a forum-like format. Romney actually seemed more relaxed in the debate than Obama, and did well in manipulating his underdog status in order to seem like he came out on top. However, I was bothered by his need to get the last word in and the strange points he was making about the economy and healthcare which seemed to contradict his platform up until now. This flip-flopping probably threw off Obama from his fact-based and lecturing debate style, which is boring to many viewers and does not grab their attention like Romney's statements did. Most media coverage does not discuss the actual points made in the debate, but rather the composure of the candidates. Viewers are more likely to criticize a candidate for being flustered than for lying about an issue because they want to vote for a candidate who seems strong and capable, and whose debating points hit hard. Obama did not fill this requirement and thus disappointed even left wingers.
The expectations of viewers are usually inflated by the media, and this causes candidates to have to put in extra effort in order to outshine each other.

First Presidential Debate

   With this being the first debate, I had high expectations for both candidates. I was expecting a very intense back-and-forth debate that would cover most of the main issues surrounding this campaign such as the economy, health care reform, education, and women's rights. Having said that, I must admit I was dissatisfied with the way the debate turned out. Both Romney and Obama focused on calling each other out for things that were said, defending themselves, and throwing another punch. I was surprised to see the way Romney took such initiative. He actually said more than President Obama, who seemed to be continuously submissive to Romney's attacks.  This made Romney seem like the potential underdog rather than putting him in a  defensive position. The media was not able to (or maybe chose not to) feed off the negative stereotypes that have risen about Romney. Although he did speak of raising taxes and Obamacare, his language and word usage seemed to have been very carefully chosen in a way that would not be taken out of context. In reference to the feedback loop, although it has applied as a whole to Mitt Romney's campaign, I don't believe it worked when it came to the debate since he actually used it as a chance to redeem himself. When it comes to swaying voter's opinions, I think debates have the potential to do so, but it does not usually work. For those voters who are registered with a political party, debates are mainly used to reinforce their opinion and stance on certain issues; these voters' minds are not likely to be swayed. However; debates are the best chance the candidates have for reeling in the independent voters by clearly stating where they stand on issues and discussing their plans. Since in this particular debate the candidates were not very clear, I don't think it served its purpose. This might have been partly due to the moderator, Jim Lehrer. He did not make his presence important, he let the candidates pretty much take over. He did not really ask pressing questions, instead let the candidates circle around the same points.

Presidential Debate #1

The Presidential Debates are how most America decide who they will ultimately vote for in the upcoming election. It is during this time that candidates can attempt to set the record straight about the policies they support and reveal any plans they have for our country. Ultimately, the candidates want to use this time effectively in order to try and gain the majority. For those that do not have a clear-cut choice in their head prior to watching the debates, it is easy to be swayed by what both candidates are saying. With that in mind, it is important for anybody watching the debates to look up the facts afterwards to see what is truth and what is not.

This debate was no different, and I believe that in the case of this Presidential debate, Mitt Romney was a clear winner. I felt that President Obama did not say anything the public did not already know, and therefore, Mitt Romney was able to try and make a better reputation for himself since he had a somewhat negative reputation prior to the debate. Additionally, before the debate, President Obama was leading Mitt Romney in polls taken by the public. I thought that this made a huge difference in how Mitt Romney represented himself because these debates are now his only chance to convince the voting population that he should be the next President of the United States.

Overall, I felt that the moderator, Jim Lehrer, was a weak moderator. I felt that many points were repeated so many times that there was then not enough time to go into further detail about other issues such as National Defense. The repetition gave Romney the chance to drive his novel ideas into the memories of the American people, but overall, it was a little annoying that we did not get to hear more about other issues that are just as important.

The First Presidential Debate

     The First Presidential Debate was extremely important for the outcome of the election.  Its the time that any voters who don't know who their voting for yet to figure it out.  Romney and Obama needed to take lots of time preparing for this huge event.  If they had said anything a person doesn't like each candidate could potentially lose or gain support.  With five weeks till voting this is the make it or break it for both Romney and Obama, since both are extremely close in poles.
     Overall, Romney took the victory.  He came into the debate as an underdog since Obama has a lot of experience.  But everyone could predict what Obama was going to say, so it was a great time for Romney to pick up slack and introduce his ideas.  He was extremely enthusiastic and would not drop a point until he had the last word, even if that meant he had to interrupt the moderator.  I thought his most important points were raising taxes kills jobs, being energy independent, and that we shouldn't be told what health care to have.  It showed his passion for his ideas and change, which is what we need.
     The debate was definitely in the "cool" media category.  Since it was broadcasted on TV it connected to the viewers a lot more than it would have if it was on radio.  The images on TV pull the audience in and they are more likely to remember what is being said if they can relate it to what there seeing.  The televised debate was also "cool" because it promoted the audience to get involved with what was being said during it.  If one of the candidates said something the viewer did not agree with the person maybe so into the television that they might yell or argue back.  The big reason the TV works so well is that it activates more than one sense than the radio does.  The radio triggers hearing but the TV triggers hearing and seeing.  The more senses activated the more the audience will participate and remember what is being said.  Also, watching TV is something a person can do with a group of people and it can start up conversations.  This is in contrast to reading an online article where only one person can do it at a time.  TV really has completely changed the election process.

Presidential Debate and the Media

                As with all politics the media steers the public towards specific issues of interest or away from controversial or antagonising topics. This can be seen in the first presidential debate. The reporter and supposed mediator, Jim Lehrer, led the candidates through their various topics of discussion. He failed however to push any difficult points showing the close ties of the media to the government. There is no journalism involved; the candidates are able to talk about what they chose to talk about. Difficult questions are not posed. Very little information is gained and largely the candidates have no real challenges to deal with.

                The difference in the candidate’s composure appears to be main focus of the media. The audience is made greatly aware of appearance. Romney appeared more comfortable, created momentum and interest in campaign. Possibly the media’s previous portrayal of Romney as an underdog has created a greater impact now that he has delivered a more exuberant performance than that of the lack lustre performance of Obama. The almost new Romney is different from what we have previously seen and so he catches the audience’s attention. He is well prepared and begins to step into a slightly more relatable character to the audience. Romney stares down Obama he appears confident and provided compelling arguments. This is highlighted by the media’s focus on the performance rather than the content of these debates.

                Obama on the other hand disappoints expectations. He appears tired and his body image is rather defeated, his head hangs down and there is no aggression in his attacks. This is not what a lot of the audience expects; they remember previous performances of Obama where he is passionate and enthusiastic. His arguments in this debate are very thin with no persuasion to encourage support. The media’s elevation of Obama preceding the debate has possible caused him great damage now that he has participated in the first debate. The media tailors the candidate’s image to what the audience is required to understand and interpret.