“The medium is the message’’
The medium is the message is the word that Marshall McLuhan refers in the book which called The Extensions of Man. The word emphasizes the importance of the media in the relationship between the content and the media itself. As for Marshall, media is more important than the extent because it makes good control of the scale and formal for the human’s behavior. In other words, the medium and it’s context makes two different roles in transfer the information to others, the first one is transferring the information which happened in the world and the next one is shaping the form of human association. (McLuhan, 1964)
“The global village”
Marshall McLuhan was one of the first people who promoted nation of the global village and was considered as an influence, and huge effect on social society. His whole concepts changed the recognised by everyone for the media, technology, and communications in his era. As the name goes on, the global village is a concept where people worldwide can communicate with each other. In 1926, Nicolas Tesla also argued that the media will strengthen the link of human in the worldwide and gradually get the people to communicate, see and listen to each other even though they live in different parts of the world.
‘Hot’ and ‘cool’ media.
Marshall McLuhan divides the media into two parts which called ‘hot’ and ‘cold’ media. The two types of media were distinguished by the level of interaction and participation. ‘hot’ media is a feeling of the human, it takes less interaction from the user and always provides certain resources at a certain time. (such as movies, when we watch movies, we prefer to know the content instead of interaction with them). In contrast, ‘Cool’ media prefer to get more interaction with the audience and then make the audience get a clear understanding of the media. (such as comic books).
YUPENG OUYANG 