Check out this blog post from John Walter, who is a well-known Ong scholar. The definition of "hot" and "cool" might seem intuitively backwards, but they depend on the demands the medium makes on the viewer/reader.
http://www.jpwalter.com/machina/?p=1768
And here's an addendum to the whole associative vs linear business.
ReplyDeletehttp://www.othinn.com/cyber-rhetoric/?p=324