that was one question people always asked me, and i never had a solid answer: are the same effects produced by a liquid crystal screen that you see in a cathode ray tube, or a plasma screen for that matter? the effects are different i think. mcluhan said television was a cool (ie incomplete, narcotic, hypnotic, low-definition) medium, but with hi-def screens the effect could *conceivably* be different, although i doubt it. The only way to know for sure would be to just re-do the experiments, or come up with better ones. It is a massively under-researched field. I'm not sure anyone has found anything new since the 80's (probably due to underfunding). The actual findings by the McLuhan Institute in the 70's were more alarming than what's in the article. For example, television actuallly puts us in the theta-wave, which is a notch below the alpha wave pattern and is associated with really deep sleep and comas. The statement about the neurological effect being independent of content (doesn't matter if you are watching nature shows or Fellini or whatever) is absolutely accurate. You can will yourself into beta waves but it isn't easy to sustain.