Medium = Message

McLuhan's theory, "the medium is the message", appears rational.  While looking at the different medias is seams that there is a specific logic for each one, and that these logics effect the way we perceive the world.

Based on this theory there are:
linear logic – information is being transmitted in order. (Print media)
Mosaic logic – "bombarded us with changing bits of information", and it is up to us to place the pieces in the puzzle. (Television)

Television is considered as a cool medium; "it demands that viewers fill in details". Yet, so much information is left out, and therefore viewers are forced to pay attention and create their understanding only on the information that was chosen by someone else. Not everything can be visualized; the things that cannot be visualized are being left out and therefore become less important. For example, the information that we receive while watching the news is largely influenced by the type of information that can be visualized. It is true that there are also discussions about other things that cannot visually be presented but most of the time, when other things are being discussed the same few clips are being viewed, again and again.