Blog Post #5 - The "Freedom Convoy" as an example of Hot vs. Cool media

For this blog post, I will be using Marshall McLuhan’s medium theory and the analysis of media forms practices in Understanding Media as a conceptual lens, to speculate whether McLuhan would view the convoy and its use of social media as an example of hot media or cool media. I will begin with a short summary of the “Freedom Convoy,” and a short summary of McLuhan’s Hot versus Cool media theory, then conclude by answering whether the convoy is a Hot media or a Cool media. 

Thousands of protesters walked the streets of Ottawa, devoted to staying until all COVID-19 mandates and restrictions were removed. The so-called “Freedom Convoy” assembled in various locations across Canada to fight COVID-19 mandates and restrictions. Thousands of people assembled on Parliament Hill and the eager citizens began by blocking the streets with their large trucks, the city of Ottawa had a significant amount of traffic, transit delays, and disruptions with the loud sounds of honking and chanting. As the protests continued for weeks, Ottawa described the crisis as the most serious emergency the city has ever faced. As people used the internet to organize protests, social media played a big role in the “Freedom Convoy” protests, organizers communicated through social platforms, started raising funds and quickly distributed their messages. The convoy was a far-right-led and coordinated protest in which the citizens found a way to build a community for a social and political movement by sharing the same views and beliefs. Many individuals formed conspiracy theories such as the pandemic being plotted by Bill Gates and a “new world order” implanting 5G-enabled microchips into the people. With social media’s lack of regulation, these false claims continued to circulate on social media platforms and the internet. 

The distinction made by Marshall McLuhan between Hot media such as radio, print, film, and books and Cool media such as speech, television, telephone, and discussions. He considers Hot media as high-definition media filled with data that engages a single sense, it does not allow the audience to fill in or complete the information presented. Whereas Cool media is low-definition which provides less data and engages with multiple senses, it suggests a high level of participation where the audience is required to complete the information presented to them. We were taught that Hot versus Cool media are not definitions but endeavours to encapsulate the experience or effects of a medium. 


I personally believe that the “Freedom Convoy” is a Cool media. Contemporary protest movements practice virtual and physical spaces, and activists now have the ability to engage with people across the world using media technologies to ensure that their voice is heard. Protestors use social media as a tool for organizing protests and distributing personal ideas to provoke social change. Protestors also use various artifacts and different forms of media to communicate, including visual images such as the signs, posters, and banners they make. They also make public speeches and use social media platforms to create videos, articles, and performances. Although these media forms all together provide different information for their audience, protests engage with multiple senses, and there is a high level of audience participation. Focusing on the content and purpose of protests, there are specific media delivering specific mediums. 

Protests have changed over time, they went from mainly marches and rallies to including every form of media that distributes their beliefs to further and more people. If we were to examine early protests I would claim it was hot media since everyone knew the reason for the protest and had detailed information and it engaged with one or two senses. But, however, today’s protests are cool media because of the amount of information circulating, the internet contains and can spread false ideas and misinformation.


What other visual, acoustic, or media examples can you think of that protestors utilize?

or

Have you ever taken a part in a protest? if so, what was its purpose? and did it achieve its goal?





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