scale during Hitler's reign he would have vanished quickly. Had TV come first there would have been no Hitler at all. When Khrushchev appeared on American TV he was more acceptable than Nixon, as a clown and a lovable sort of old boy. His appearance is rendered by TV as a comic cartoon. Radio, however, is a hot medium and takes cartoon characters seriously. Mr. K. on radio would be a different proposition. In the Kennedy-Nixon debates, those who heard them on radio received an overwhelming idea of Nixon's superiority. It was Nixon's fate to provide a sharp, high definition image and action for the cool TV medium that translated that sharp image into the impression of a phony. I suppose "phony" is something that resonates wrong, that doesn't ring true. It might well be that F.D.R. would not have done well on TV He had learned, at least, how to use the hot radio medium for his very cool job of fireside chatting. He first, however, had had to hot up the press media against himself in order to create the right atmosphere for his radio chats. He learned how to use the press in close relation to radio. TV would have presented him with an entirely different political and social mix of components and problems. He would

Understanding Media by Marshall McLuhan - Page 330 Understanding Media by Marshall McLuhan Page 329 Page 331