cool medium didn’t really work. I think in the end I 
believe Marshall gave it up after awhile. But it was 
interesting as almost everything he said was 
interesting. He was trying to construct a new kind 
of taxonomy for perceiving media—and that is a 
taxonomy that has to deal with how any particular 
medium massages or affects your sensorium. But 
when he tried to explain this idea by categorizing 
media as hot and cool and then giving definitions, 
the foundation of the definitions was confused 
because sometimes he seemed to be concentrating 
on the mechanical reproduction, the process of a 
medium; sometimes he seemed to be focused on 
something else that was not entirely clear.