This chapter examines the work of the media “structuralists” of the so‐called Canadian or Toronto school of media studies: Harold Adams Innis, Marshall McLuhan, and Walter J. Ong, especially. Their work is placed within its historical context, both in terms of scholarly ancestry and in terms of its reception in North American universities and especially in schools of journalism. A critical assessment of the work of these scholars as media history is offered, recognizing its shortcomings as historical narrative but also its appeal as a way of understanding the influence of media forms.