In 1962, renowned sociologist Marshall McLuhan proposed an original perspective on the role of media and their impact on our perception. According to him, a medium is considered “cold” if it encourages active audience participation while offering little information. Conversely, a medium is considered “hot” if it provides a large volume of information to its audience, thus leading to a more passive attitude. McLuhan identified print media, radio, and film as hot media, while billboards and television were classified as cold media.