Media used during a day influence the personâs vision of the world while forming his environments. The media experienced during the audit day include chats, websites, the game, applications, television, radio, and such social media as YouTube, Facebook, and Twitter. According to Marshall McLuhan, media can be divided into âhotâ and âcoolâ, depending on the audienceâs participation and dominant sense. This vision is discussed as the base for the media ecology theory. From this perspective, it is important to analyze the media experienced during the audit day with references to McLuhanâs vision and the media ecologyâs approach.
McLuhanâs distinction between âhotâ and âcoolâ media is based on the idea that âhotâ media mainly use the visual channel, and these media are discussed as low regarding the audienceâs participation. In contrast, âcoolâ media require the active participation of the audience to produce images and ideas, and the channel is mainly acoustic. However, McLuhan also points at the factor of domination of senses. As a result, radio is also âhotâ as well as a film or lecture. Still, television is âcoolâ. It is rather difficult to analyze the new experienced media according to McLuhanâs distinction because the role of a participant changed significantly.
Therefore, âhotâ media used during the audit day include listening to âLaugh USAâ, the radio comedy, and watching âThe NBA Top 5â with the help of YouTube because these activities involved little participation and the dominant channel was visual. Any media involving the personâs active participation can be discussed as âcoolâ media. That is why, the use of WeChat for messaging and E-mail are âcoolâ as well as watching CBC News, visiting the UNB Website, examining the Yahoo Sports NBA scores and news, using Twitter, and messaging with the help of Facebook. Playing âClash of Clansâ with the help of iPad can be discussed as the âcoolestâ activity from this point because of the personâs active participation. In this case, it is rather difficult to analyze the use of the Google Earth app. It is possible to discuss it as a âcoolâ medium because it requires the personâs participation to set pins on the map instead of being discussed as a âhotâ medium because of the use of pictures.
While analyzing the audit with the focus on the media ecology and the bias of media related to different senses, it is important to refer to McLuhanâs vision of visual and acoustic channels. Media have different forms and channels affecting different senses. According to the media ecology theory, these biases influence peopleâs visions while referring to the dominant sense. From this point, visual senses are used more actively during the audit day because it is necessary to read messages, write messages and posts, read news and information on websites, read Facebook and Twitter news, play âClash of Clansâ, and use the Google Earth app. However, most of these activities are not âhotâ because they are based on the idea of interaction. Nevertheless, the impact on the acoustic senses is also significant because of the focus on listening to the radio comedy and CBC News.
While comparing the impact on the personâs perception, it is possible to state that the impact on the acoustic channel can be even more influential because of the role of created images and ideas while the person is listening to the text. However, the volume of the visual information during the day received with the help of âhotâ and âcoolâ media is very significant, and the manâs perception and vision as well as the environment can be affected more obviously.