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Free essay: hot and cool media in understanding the media, mcluhan stated that different media encourage different levels of participation if you look at a. Herbert marshall mcluhan july 21, 1911 edmonton each essay begins with a newspaper or magazine article or an advertisement the global village, mcluhan. Global village is a term closely associated with marshall mcluhan, popularized in his books the gutenberg galaxy: the making of typographic man (1962.