and more tactile. The high-intensity film image allows for much more information on screen, but also demands a higher degree of visual perception and cognition. In that sense, he said, film is a 'hot' medium, TV a 'cool' bath. References McLuhan, Eric, "The Fordham Experiment", Proceedings of the Media Ecology Association, Volume 1, 2000. (original paper c.1967) Psychology experiments Television studies Experiment 1967 in science