This paper examines the stability of the concept of rumor in the past century. It is suggested that not only do models of explanation change, but rumors themselves also change - not just in content, but perhaps in the way they are believed or disbelieved. Social scientific interest in rumors begins with the birth of modern psychology in the 19 th century, shifts to social psychology and sociology in mid-20th century, prompted by governmental concern over subversion through rumor during the Second World War, and is finally revived by folklorists in more recent decades. Understood variously as a conduit of the unconscious and otherwise unendorsable thoughts, a mundane communication drift, or an intentional form of deception and provocation, many of our rumor model assumptions are drawn from that era and remain basically unchallenged. A central assumption emerged that ambiguous situations create a vacuum which rumor fills. By the late 1960s, despite a decline in social scientific interest in the topic, a handful of significant empirical and theoretical challenges emerge from scattered studies. The discipline of folklore begins to take more interest in contemporary rumor in the 1970s, and by the early 1990s the rubric of the rumor is almost entirely supplanted in English language scholarship by the ‘urban legend’ (Brunvand, 1981).