[Senator] “McCarthy folded a week after he went on television. And if Huey Long had gone on television he would have been a flop at once. TV will not take a sharp character, a hot character. It’s a cool medium, and our politics are being cooled off to the point of rigor mortis, according to many people. The nature of this medium which calls for so much participation does not give you a completed package, a completed image. You have to make your image as you go. Therefore, if the person who comes in front of the TV camera is already a very complete and classifiable type of person – a politician, a highly obvious doctor type, lawyer type – the medium rejects him because there’s nothing left for the audience to view or to complete, and they say this guy’s a phony. There’s something wrong with this guy.
“Popular / Mass Culture” (1960) in Understanding Me (2003), p 40
Year: 1960
Chapter:
Television
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan