chapter11 question 3

I find mcluhans' idea that the medium is the message to have some merit. While the text sites the use of the media by american presidents dating back to roosevelt, I find that in the most recent presidential election, the power and use of the internet as a medium was unprecedented and irrevocably altered the way in which presidential races will be covered. The internet allows media outlet the means by which to continuously loop particular sound bits or news clips in a way television doesn't allow. The internet also allows more in depth coverage for certain news events that cannot be covered in a similar manner on television.

I'm not entirely sold on the idea of television being a cool medium whereas the radio is a hot medium. The text spends 3 sentences on this concept and I found it wasn't articulated in way that fostered by buying into the concept. I also don't listen to any radio so it's a bit abstract to think about radio being hotter and more direct than the medium of television. i'm interested to read what others think about this concept.