i have quick view to online article

McLuhan's concept of "media".

There is lots of ideas for me, what is interesting. Like "hot" and "cool media". And the meaning is "opposite way". Hot is this what man can receive calmly - like listening the radio. Cool media is this where we take a more active position, like watching television.
By using media there is cool sentence from McLuhan: "People describe the scratch but not the itch." Its true, the reason is not the first thing coming in our mind, the effect is stronger.
We understand media depends of our background, knowledge and opinions. McLuhan: Each media "adds itself on to what we already are", realizing "amputations and extensions" to our senses and bodies, shaping them in a new technical form. As appealing as this remaking of ourselves may seem, it really puts us in a "narcissistic hypnosis" that prevents us from seeing the real nature of the media.
For me, the medium of typography is best known. Depends of my graphic designer work. Actually there is lots of different languages in media, each with own systems and structures. Signs is everywhere. If we understand and can create connections between different fields of media - to mediate - the media is making visible what is invisible.