Dr. Abdul Kadhim Mohammed Asuwayd Department of Media – Al-Mustaqbal University This article discusses the importance of the Grounded Theory methodology as an innovative research approach in the fields of media and communication, particularly in light of the widespread prevalence of traditional studies that lack creativity and rely on repetition and literal reproduction. It points out that many students tend to focus on quantitative and statistical methods to demonstrate impact, while neglecting qualitative approaches that emphasize process, interpretation, and the understanding of meanings associated with social phenomena. Grounded Theory seeks to develop new theory derived from field-based reality rather than testing pre-existing theories. This is achieved through systematic data collection and analysis using an inductive approach based on constant comparison and the generation of concepts from practical experience. This methodology was established by Glaser and Strauss in 1967, who emphasized that its essence lies in methodological procedures and research steps rather than adherence to a predefined theoretical framework. The article concludes that adopting Grounded Theory in media and communication research opens new horizons for understanding phenomena, proposing practical models and realistic solutions, and contributes to the advancement of scientific research and the fulfillment of societal and labor market needs, away from imitation and mere reproduction. Al-Mustaqbal University – The First Private University in Iraq