senses may be used, they foster involvement. Conversely, hot media are low in audience participation due to their high resolution or definition. Film, for example, is defined as a hot medium, since in the context of a dark movie theater, the viewer is completely captivated, and one primary sense—visual—is filled in high definition. In contrast, television is a cool medium, since many other things may be going on and the viewer has to integrate all of the sounds and sights in the context. In Part One, McLuhan discusses the differences between hot and cool media and the ways that one medium translates the content of another medium. Briefly, "the content of a medium is always another medium." In Part Two, McLuhan analyzes each medium (circa 1964) in a manner that exposes the form, rather than the content of each medium. In order, McLuhan covers: The Spoken Word; The Written Word (i.e., manuscript or incunabulum); Roads and Paper Routes; Numbers; Clothing; Housing; Money; Clocks; The Print (i.e., pictorial lithograph or woodcut); Comics; The Printed Word (i.e., typography); The Wheel; The Bicycle and Airplane; The Photograph; The Press; The Motorcar; Ads; Games; The Telegraph; The Typewriter; The Telephone; The Phonograph; Movies; Radio; Television; Weapons; and Automation. Concept of "media" McLuhan uses interchangeably the words medium, media, and technology. For McLuhan a medium is "any extension of ourselves" or, more broadly, "any new technology". Contrastly, in addition to forms such as newspapers, television, and radio, McLuhan includes the light bulb, cars, speech, and language in his definition of media: all of these, as technologies, mediate our communication; their forms or structures affect how we perceive and understand the world around us. McLuhan says that conventional pronouncements fail in studying media because they focus on content, which blinds them to the psychic and social effects that define the medium's true significance. McLuhan observes that any medium "amplifies or accelerates existing processes", introducing a "change of scale or pace or shape or pattern into human association, affairs, and action", which results in "psychic, and social consequences". This is the real "meaning or message" brought by a medium, a social and psychic message, and it depends solely on the medium itself, regardless of the 'content' emitted by it. This is basically the meaning of "the medium is the message." To demonstrate the flaws of the common belief that the message resides in how the medium is