Associational reasoning is definitely a good way of discovering things which had never been thought of before but at the same time it might tend to become hyperbolic and pushing together of too many ideas. For instance, Marshall views about the media was apolitical and challenged many conventional views of the society which was not accepted by the high authorities concerned. Associational reasoning tends to get misunderstood and taken in the wrong context by critics. There has always been mixed response to Mcluhan’s way of thinking. In the book Orality and Literacy, Ong says that Marshall’s thinking was very pre-modern as he had already predicted technologies which have been invented today and could not have been imagined during that time (Ong). For example, in his book The Gutenberg Galaxy, Mcluhan had anticipitated the internet when he says that instead of storing books in the Alexandrian Library the world itself will become a computer from which books and texts could be sought. He had indirectly spoken about the internet at a time it was unknown to the world. Even Ong’s works has also been similar to Mcluhan’s, drawing the relations between media and the society in unconventional ways. Ong’s ideas had been successfully used to analyze feminist languages. His theories have been used to understand urban graffiti as well. People like Marshal Mcluhan and Walter Ong are responsible for modernizing the thinking of the society and thus gained a big name for themselves.