and that idea. Some of the students go off and 
write a wonderful paper based on one of those 
ideas, another one goes off and maybe writes a 
masterpiece based on it. Another one doesn’t get 
anything, doesn’t understand what the professor 
is talking about, thinks he is erratic and crazy. 
That’s what Marshall was.


Q:  Do you think McLuhan always fully understood 
his probes? For example, the idea of “hot” and 
“cool” media. What do these terms really mean? 

A:  Well, I felt at that time when he used them and