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.
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