*Marshall McLuhan's Theory*

Yes, I definitely agree with Marshall McLuhan, that the format is just as important as the content. It affects the viewers and how they think during a segment. The messages are geared to catch our attention to a certain product or stir us in the way they want the viewer to go. I've worked within the media before and know how commercials are made. There are what is called " a teaser". For instance, with TV news, they show a clip of what seems to be of importance and that viewers must watch. And the "teaser" clip is shown at the end of the TV news hour, so they had the viewer to watch all the way through for a 10 second clip that isn't of urgency or as importance like they edited it out to be. Each media medium has it's own way of drawing in a viewer. According to to McLuhan's theory, "each medium has its own logic, and each affects how we experience the world." (Trenholm. P. 307) For example, in radio, they may have a contest and tell the listener to wait for a certain song to play within the hour; therefore they have the listeners listening to the radio station for that whole hour and have the contest at the end of the hour. Television can be thought as a "Cool Medium", because of the ability to visually capture the viewers attention with a powerful visual clip and it leaves you on the edge of the seat wanting to watch the full clip.