In his 1962 work, sociologist Marshall McLuhan offers a concise view of the role and perception of media. According to him, a medium is considered “cold” if it encourages audience participation by providing little information. Conversely, a medium is considered “hot” if it provides a large amount of information while encouraging audience passivity. Thus, McLuhan classifies newspapers, radio, and film as hot media, while billboards and television are considered cold media.