Based on M. McLuhan split of hot and cool media, this paper examines the bias of new media the new media are cool and are defined by the high intensity of subject stimulation and involvement in the communicative flow. Cyberspace duplicates human existence. Further this paper will discuss the main media cooling methods and their outcomes. The nature of the easily accessible new global media create involved and dependent populations, which G. Debord calls “societies of spectacles.” Valdas Bertašavičius analyzes the latter relation with the spectacle of violence in his paper “The Spectacle of Violence in the New Media.”
Key Words: new media, cool media, subject’s involvement
