In the century of jazz we are likely to overlook the emergence of the waltz as a hot and explosive human expression that broke through the formal feu… - Marshall McLuhan

The audience, as ground, shapes and controls the work of art.

In a cool medium, the audience is an active constituent of the viewing or listening experience. A girl wearing open-mesh silk stockings or glasses is inherently cool and sensual because the eye acts as a surrogate hand in filling in the low-definition image thus engendered. Which is why boys make passes at girls who wear glasses.

Without an understanding of causality there can be no theory of communication. What passes as information theory today is not communication at all, but merely transportation. (p. 362)