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Understanding McLuhan
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07129_Field_TCUM T694.txt
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1996-04-10
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907b
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decided, “He isn’t news any more.” Neither McCarthy nor the
press ever knew what had happened. TV is a cool medium. It
rejects hot figures and hot issues and people from the hot
press media. Fred Allen was a casualty of TV. Was Marilyn
Monroe? Had TV occurred on a large scale during Hitler’s reign
he would have vanished quickly. Had TV come first there would
have been no Hitler at all. When Khrushchev appeared on
American TV he was more acceptable than Nixon, as a clown
and a lovable sort of old boy. His appearance is rendered by TV
as a comic cartoon. Radio, however, is a hot medium and takes
cartoon characters seriously. Mr. K. on radio would be a
different proposition.
In the Kennedy-Nixon debates, those who heard them on
radio received an overwhelming idea of Nixon’s superiority. It
was Nixon’s fate to provide a sharp, high-definition image and