I absolutely believe that the medium of a message is as important as the message itself. I think that dependent on the format, the person receiving the message will take it in a certain way. I'll use an instant messaging program for example. You send someone a message, and it can be inferred completely differently than you intend it to because you can't really tell tone over the internet. You can suggest something, and I will respond "oh, yeah, that sounds like a GREAT idea." Who is to say whether I am being sarcastic, or whether I actually think that what you suggested is a good idea?
I agree with McLuhan's idea that television is a cool medium. It's pretty easy to interpret what you see on the television, without trying too hard. I rarely, if ever, watch TV, but I can tell when actors on a show are trying way too hard to play their part. It doesn't seem natural, and it turns me off to it. I like having things left to my imagination, and when actors are too "hot" it just ruins it for me.
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