Addressed to the alleged state of arrested development in current mass communication research, this paper traces contraditions in research findings to possible flaws in the basic research paradigm. The author's purpose is to stimulate and provoke discussion of the methodological implications for mass communication research in terms of two opposing views of reality. Taking issue with the assumption of a non-problematic relationship between reality and theory testing, he analyzes the static-state view of reality in contrast to an in-flux reality view. He suggests that the explanation and understanding of events (in-flux) may be a more attainable goal than prediction and control (static state) in relation to determining the effects of mass media communication on the public. (LG)