Recently, CNN has revamped the format of their programmes to include more subtitles. Immediately after a guest says something, it is posted in the bar at the bottom of the screen. According to Marshall McLuhan in Understanding Media, this will turn television into a slightly cooler medium and require greater audience participation to keep up with the addition information that they are offered. Highlighting the key point – along with the visual medium – will increase audience retention of that specific information relative to a written article or radio broadcast. However, the phrases are so superficial and pedantic that the …