Marshall Mcluhan often criticized poor media placement based on the effects of the medium upon the content which was being presented. He best defined these terms by separating media into categories of “hot” and “cool.” In short:
Hot Media is media that is ready-made, in that it requires very little participation from the media consumer. Action movies are hot media, as little is left to the imagination, and it has a beginning, middle, and end.
By contrast, Cold Media, requires a certain level of participation, whether it be imagination, input, a vote. Forcing interaction between the medium and consumer, it wears away the consumers’ ability to remained detached.
Is the internet hot or cold?
Neither is the best answer, both is another possible one. While video, radio, and other inherently hot media are available, they often times can have a cool aspect such as video responses, polls, blogging, and more. It becomes paradoxically both. Facebook is detached enough that you are safe in the confines of your own home, that is completely cool in that all of its content is user generated.
The Takeaway: When creating anything online, you want it be initially hot enough to attract your audience, but cool it down quick enough that your audience response in the way you want, whether it be to buy now, read more, or tell a friend.
