Q:  What about McLuhan’s other insights and 
theories, such as hot and cool?

A:  Now in terms of the hot versus cold, it is felt 
that as McLuhan said, that television is a cool 
medium and does not take kindly to hot 
personalities. This was the earliest thing that I can 
remember in terms of analysis of television—a time 
when no one took television seriously. I’m talking 
about the middle of the 1960s. No one would dream 
of taking television seriously when I was in college. I 
felt that I was fascinated by all things involving 
popular culture and this was probably the first 
term of analysis I can remember ever coming to me.