Two approaches to communication research, diffusion theory (individual-level analysis) and empathy approach (action implications through society) raise ethical concerns. The popularity of the approaches is related to power: those, such as government agencies, who provide funding often reflect self-interest in project selection. Some ethical implications are the necessity of paying attention to the effects actions may have upon subjects now and in the future; the need to exercise caution in choosing topics and sponsors; the refusal of researchers to allow themselves automatically to be assumed supporters of the status quo; and the enormous imbalances between United States communications researchers and Third World recipients of their advice calls for special caution on the part of the researcher who can return to the comfort of home regardless of inadvertently causing increased poverty, humiliation, or even death through advice given. (A bibliography of suggested readings is included with the paper.) (TJ)