that polarity between hot and cold about which he 
analyzed the television. And it was used by the 
American media to explain why John Kennedy did 
so well in the first debate that he had with Richard 
Nixon. People say that those who happened to 
listen to that debate on the radio felt that Nixon 
had won the debate. Those who watched on 
television thought that Kennedy had resoundingly 
defeated Nixon. So, what McLuhan began to see is 
that style is  substance in many ways in modern 
times. People feel uneasy about this because they 
feel that surely that will mean the rise of another 
Hitler and Stalin, and I say no. I believe that the 
television camera coming so close to a person’s