Most people have the idea of communication as something matching between what is said and what is understood. In actual fact, communication is making. The person who sees or heeds or hears is engaged in making a response to a situation which is mostly of his own fictional invention. What these critics reveal is that the mystery of communication is the art of making. What they make in difficulties, confusions, vague responses is natural.
“The Hot and Cool Interview” (1967), in Media Research (1997), p 69
Year: 1967
Chapters:
Communication | Matching and Making
↪ Also at #1200
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan