used in the visually organized Western world. Spectator 
becomes artist in oriental art because he must supply all the 
connections.

    The section on “media hot and cool” confused many 
reviewers of Understanding Media  who were unable to 
recognize the very large structural changes in human outlook 
that are occurring today. Slang offers an immediate index to 
changing perception. Slang is based not on theories but on 
immediate experience. The student of media will not only value 
slang as a guide to changing perception, but he will also study 
media as bringing about new perceptual habits.

    The section on “the medium is the message“ can, perhaps, 
be clarified by pointing out that any technology gradually 
creates a totally new human environment. Environments are not