‘the princess and the prince discuss what is cool and what is hot’ to paraphrase Bob Dylan.
marshall mcluan called logical linear grid media ‘hot,’ and auditory, participatory media like comics and seminars ‘cool’.
i’m not real comfortable with those definitions, even if he did string them out on a continuum.
he did mention that when a medium gets extremely hot or cool, it changes into its opposite. i guess that’s what i’m trying to accomplish with letterpress printing.
aikido is called a non-competitive martial art. it was invented by Morehei Ueshiba. I like to think of it as an example of something that changed into its opposite. not much is known about the inventor’s method, however he did do lots of ice water misogi.
they used to say that if you did enough super yin, expansive substances like sugar, white flour, and drugs you would get really focussed, and yang.
in any case, the cards we’re selling are ‘medium hot’ in mcluhan’s sense of the term, straight up linear, no choice of anything, just the facts ma’am. however there is all this other stuff going on that is by nature indefineable, according to the definition of ‘medium’ in my webster’s seventh new collegiate dictionary. unnameable as beckett would say. stuff that ramps up the hot factor, perhaps, or stretches the experience along the continuum toward cool.
i’ve been experiencing this most of my life, yet continue to find it scientifically indescribeable.
so ya all gotta help me out, please, and record what happens when you get these little hotties. that’s what the comments section is for in the store. if you could record reactions to these cards as you use them, it would really help me a lot.
Earl
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