For all those media studies folk out in the world who point to television and repeat Marshall McLuhan's 1964-observation that television is cool (hint: today ain't 1964 and television ain't cool), take a look at Scratch n Spin, a wonderful little advertisement for a professional sound mixing device. Exercise for the student: Name all the ways in which this video satisfies the conditions and effects, for being considered a cool medium.
[Technorati tags: mcluhan | cool | medium | pro x fade]
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