Hot forms of medium, mc luan says, are generally low in audience participation. Cool forms of media require a good deal of audience participation. Getting your information through these cooler forms of media is far different from the experience youregoing to have getting your information through hot forms of media. Mc lean was that person for a lot of people during the dawn of what you could call the electric age. The world was quickly changing into something that resemble the age of literacy in the slightest bit at all.