This paper begins by providing a thorough history and review of the diffusion of innovations research tradition. It then focuses on undesirable, indirect, and unanticipated consequences of innovations based on the dominant paradigm of development. In the case of high-input agriculture, the consequences have affected the quality of the environment and the food supply; they have also damaged the credibility of change agents and detracted from the ability of conventional farmers to adapt to sustainable farming practices. The paper suggests that the diffusion of innovations like sustainable agriculture be based on an alternative paradigm of development and a communication-centered model of research. Contains 40 references. (Author/NKA)