McLuhan’s Hot and Cold Mediums Not Served Well at Room Temperature
LBelt
In this essay I will reveal the flaws of interpreting media and its relation to man according to Marshall McLuhan and the possible ramifications his interpretations have for digital media and my own work. It is best to construct this argument as a proof; first asserting the facts and variables according to what McLuhan has given in his text.
High definition equals “being well filled with data. ”
Low definition means, “being given meager amounts of data”
Hot mediums extend one single sense, and in high definition
Cool mediums are equal to low definition, i.e. telephones
Hot mediums are high definition, i.e. radios
Cool mediums require more participation and self-completion
“Well filled” is a conditional statement allowing for variations. Being well filled with data when watching a cartoon may mean limiting the amount of visual clutter in order to emphasize the emotive qualities of a character in a scene, thus providing the viewer with just the amount of visual data needed to understand the animator’s message. The same is done with writing, film, and speech. The audience is only given what is needed to convey a message. To be well filled with data is simply to be afforded enough data to understand a point or points. In this regard, low definition or meager information, may be the most communicative. When giving directions to a location, giving too much information can confuse a navigator. When crafting paintings or poetry it can be more communicative to give less quantitative data i.e. brushstrokes, words, syllables, than to muddy a stanza with verbiage. It is the quality of line that is important not how many, in a sketch.
McLuhan believes that humans feel the effects of mediums in one dimension through one sense. Radio, a hot medium with high definition, is not absorbed in one dimension. Radio is absorbed in one dimension as much as a novel is only seen and not heard, tasted, smelt, or touched. Listening to a sports event with a broadcaster can allow listeners to visualize the game and recall experiences associated with the crack of a bat or the blowing of a whistle. Furthermore, the innately blind may visualize a world with radio information that recalls memories linked to other senses such as smell, or touch. The spoken word is the only medium McLuhan seems to afford the power of “all the senses”, and yet he feels radio is a less interactive medium. The amount of data to the ear is only a gateway to the other senses. McLuhan is more concerned with the external or outward effects of mediums on societies: the actions. Experience is internal. Thus participation is relative to the participant. There is place between hot and cold.
Television is a prime example or a seemingly one-way medium providing both auditory and visual information, that is both hot and cold, low and high definition. McLuhan believes television to be a cold medium, which requires the audience to complete or interpret the paltry information given and which is more interactive than radio, or movies. However, what about the TV-movie? What about the simple directives from countless promotional programming that simply “asks” or “tells” the viewer to watch a show at a certain time? How participatory is the act of receiving instructions from a television? A television can be highly descriptive when distributing information about an ensuing hurricane with graphics and sounds, making it a high definition medium, but unintelligible when describing the smells of a hurricane-devastated neighborhood, making it a low definition medium. The dual nature of television as a medium and its translation over multiple senses at once, speaks to the uselessness of McLuhan’s hot and cold medium labeling.
Labeling is an unfortunate affliction of the author. The bias of terms like “backwards” when describing countries, “civilized” when describing Western people or cultures, “barbariac” when describing cultures using non-phonetic roman alphabets, discredit the author on many points. There is a deliberate construction of the “other,” a constant in the history of Western Europe and particularly, Great Britan. McLuhan could well have authored “The Bell Curve” using his logic on the conquering of lesser nations with the homogeneity, uniformity, and continuity” of the Roman alphabet. To McLuhan the Greeks and Romans had a sense of logic that followed a cause and effect, ordinal laying out of things analogous to their phonetic alphabet. The technology of this alphabet allowed users to translate sights and sounds into meaningless symbols and force uniformity upon them. The alphabet was the precursor to colonialism. It was a handicap of the “other” nations that their alphabet was more pictographic or auditory or subsumed more than just a visual ordering of things. The “pluralism, uniqueness, and discontinuity” in the language of these ‘other’ “tribal” communities left them primed for the detached, aggregating Western ideal of language and culture according to McLuhan.
Conversely, McLuhan argues that the Western “civilized man” sacrificed his intimacy with his senses by using a roman phonetic alphabet but gained autonomy and “the personal freedom to “disassociate with clan and family.” Studying African philosophers like Menkiti who is famous for saying “I am because We are” reveals the detachment created by the roman alphabet. Not all cultures wish to be free of family or clan and not all cultures believe that to be alone is to be rational. Individualistic societies are not the norm around the world and are typically rejected in favor of more communal ones. McLuhan seems to lament to the uniqueness of cultures created by individual languages without realizing the need for such individuality internationally. I agree that the practicality of a shared language facilitates communication but the obliteration of other languages in favor of one homogenous language only weakens the interaction of the medium.
Interaction is integral to all mediums. Art makes attempts use technology to engage the senses and transcend space and time. And so it is no surprise that today’s phase of interactive art faces the same questions as the alphabet. McLuhan uses the act of reading a book as proof that humans gained the ability to act without reacting: like a surgeon. Only on what scale does McLuhan advise audiences to react? When reading, is content detrimental to the manner in which we should react? Is the reaction physical or mental? Is there is such a distinction? I agree with McLuhan that today humans can act and react at the same time through he aid of technology. This means that however they react it is instantaneous. The digital artist may attempt to make work that is full of information and human interaction. This artist is at war with an audience’s power to disassociate himself from his culture in an individualistic society. The artist is competing with a shared stage where TV and movies, computers, and games provide equal interaction. Thus the invention of the digital artist is apt to become a new product for an eager venture capitalist. In the digital artist’s defense, his medium is forcing uniformity out of a homogenous language and finding the peculiarities that make it more imperfect. In addition, the placement of the art and the claiming of the digital as art is reminiscent of Duchamp and affords it more power. Just as the movie is not the TV movie, the interactive artwork is not the videogame. The subtlety is venue. However, the distinction can be meaningless when the effect is the same. Interactive art has a crisis of content and studying the power of the medium will not necessarily solve this. Rather than creating digital media to suit technology ideas should be shaped to produce innovation. The ability to print books lead to the printing of old books before it begot new ones. Perhaps, digital media has to reproduce all of the content of older art mediums before it can finds its own voice.
In my own work, I confront racial identity and perception, both themes approached by many Black authors, painters, illustrators, and sculptors before my time. Just as Richard Wright gave the world a literary mirror to see the fissures in its perceptions of Black and White, redeemable hero and despicable monster, I experiment with cinema and computer vision to reveal the conceits people unconsciously adopt when judging each other. In the vein of artists like David Rokeby, my work utilizes McLuhan’s notion that audiences act and react at once to illustrate an overarching cause and affect system. Simply, by show the ramifications of a person's actions in a real space interactively and concatenating them with visual reminders of social injustice and prejudice I hope to alter these injustices. The speed at which a viewer can see him or herself in a digital mirror is perhaps as fast as with any other medium, as self-recognition is the same psychological process regardless. However, using a digital mirror, or screen that displays the viewer manipulated in front of their eyes can pool messages together and present them more rapidly. Attaching a blackface mask to any person in the mirror’s gaze creates connotations that may only intimated in cinema or literature. The medium, technology, is both hot and cold requiring interaction and providing a high amount of data. Like television, which allows viewers to change channels, but not to control the programming, my digital work allows for interaction but programs the content they receive. However, like film the audience brings their own input to the work and derives their own meanings. Particularly, if the participant is white and a blackface is superimposed over his face it may have a different meaning than with a Black participant.
While debating the context the medium creates or the message of the medium provides valuable scholarly research, the content is the message in my work. The delivery method only emphasizes the content. In this case computer vision programs are the light bulb McLuhan describes as without a message. Only, the light does have a message. Lights only illuminate and shape what they touch. What is light without things to be lit? The places, people, and things that lights describe have content and meaning. The content is inextricable. To work backwards, light is only an expression of electricity, electricity an expression of energy, and energy is metaphysical.
In conclusion, the content is just as important as the medium. McLuhan has rather superficially glossed over the interdependence of the medium on the content. Rather than labeling mediums to understand their relationship to man, each medium must be evaluated individually, not in categories. McLuhan’s disassociation with matters of race is evident in his failure to recognize the power of content when expressed through different mediums. In my work I hope to exploit the peculiarities of digital media when describing issues of race and how message can shape the medium and vice versa.