Republicans Target Marketing Guns on New Hampshire

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Mitch Wagner
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Re: Get Me Involved
Mitch Wagner   1/10/2012 11:40:49 PM
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And it looks like Romney took it, and it's off to South Carolina in two weeks. 

Has social media played much of a role in the campaigns to date? Was it important in New Hampshire?

John Barnes
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Re: Get Me Involved
John Barnes   1/10/2012 7:11:08 PM
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That's how I would score it, Mitch.  And you're right, to a great extent it depends on which part of the Internet we're talking about.

cmophil
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Re: Invitation back to Karl
cmophil   1/10/2012 7:02:36 PM
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Unfortunately, that's how the times have turned us. Also why they, meaning politicians, cannot get anything meaningful done in a timely manner.

Mitch Wagner
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Re: Get Me Involved
Mitch Wagner   1/10/2012 1:19:39 PM
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Thanks for explaining hot vs. cool, Karl & John; I need to think about that. 

It seems to me to be simplistic to argue that the Internet is either "hot" or "cool." The Internet is just a platform, it is many media, not just one. 

If I understand correctly, Twitter and Instagram would be very cool media indeed. However, a blog featuring very long discursive posts would be very hot.

KarlHakkarainen
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Re: Get Me Involved
KarlHakkarainen   1/9/2012 7:49:13 PM
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Mitch - Cool, as McLuhan used it in Understanding Media, is one that is low definition. The observer must fill in detail, requiring the person's attention and engagement. Hot, by contrast, becomes a passive experience; it provided all tha tyou needed and required little of you. Radio was hot and TV cool.

In my experience, anything with video or the spoken voice is cool. I can't, for example, work with the TV on or people talking in the area (unless it's background chatter in a coffee shop).

Meanwhile, when I took my final exams for a course on real estate law last year, I cranked The Clash on my iPod.

YMMV. The key point with McLuhan isthese changes are culturally-dependent. What's hot in a time and place can become cool to others, with the reverse also being true. Media (social or otherwise) can be wrenched to a culture.

"The "hard" sell and the "hot" line become mere comedy in the TV age, and the death of all the salesmen at one stroke of the TV axe has turned the hot American culture into a cool one that is quite unacquainted with itself." - Understanding Media

John Barnes
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Re: Invitation back to Karl
John Barnes   1/9/2012 7:17:26 PM
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On the whole, team politics is not how I would like to see us pick presidents and legislators.  I don't see how you can govern if it's always and only about whether Us'uns or They'uns are winning.

John Barnes
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Re: Get Me Involved
John Barnes   1/9/2012 7:15:51 PM
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McLuhan defines it thermodynamically, Mitch, using heat as a metaphor for "apparent attention."  Print is a "hot" medium -- it feels like ideas are flowing from the page to your brain, the way heat flows from a hot stove burner to your finger if you're careless.  It feels as if the author is paying attention to you, if it works (of course that's an illusion, but the basic experience is that the attention you put into decoding and following the book is repaid with so much inflow of information that it feels like the book was the source, i.e. "hot.")

Television is "cool" -- viewers have to supply the attention and interpretation, and are aware on some level that they are the ones doing the work, so rather than put ideas into your head, television creates a place in which you create them.  That's one reason acc. McLuhan that TV creates the "global village" -- everyone is building their ideas into the image in front of them, in apparent harmony because they agree on the image -- where print fractured community by causing everyone to absorb a copy and claim the authority of the book.  In effect there's a Bible for every believer but there's only one Gilligan's Island ...


All that was well before mass use of the internet.  I would say that in McLuhanoid terms, the internet is a black body at absolute zero.

Mitch Wagner
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Re: Invitation back to Karl
Mitch Wagner   1/9/2012 7:06:20 PM
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John, FWIW, analysts as of this morning seemed to be saying the New Hampshire primary was gravitating in the direction you call "team." The not-Romney candidates weren't so much going after Romney as they were trying to brand themselves as the best conservative alternative. Team Conservative, so to speak. 

Mitch Wagner
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Re: Get Me Involved
Mitch Wagner   1/9/2012 7:04:59 PM
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Karl, I'm not that familiar with McLuhan (aside from his cameo in Annie Hall). How does he define "cool"?

KarlHakkarainen
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Re: Get Me Involved
KarlHakkarainen   1/9/2012 4:18:54 PM
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I wonder what kinds of lessons we can learn from these qualities of social media outreach - that our participation is voluntary and somewhat casual at times, but translates to a more positive experience.

McLuhan observed that television is a cool medium, requiring more involvement. At least it was 50 years ago when he was writing about media. Successive generations may have inured themselves to its force. Social media is now cool in the McLuhan meaning of the word.

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