In the first four chapters of this book we set out to put into context the concept and societal role of what was previously labelled ‘agricultural extension’. In Chapter 1 we outline the main challenges that agriculture is facing today and the implications this has for communicative intervention practice. This is followed by a discussion of the changing ideas regarding agricultural extension at the conceptual level (Chapter 2). We explain the evolution of the concept of ‘extension’ into the notion of ‘commun- ication for innovation’. The political and ethical dimensions of communication for innovation are discussed in Chapter 3, while two basic approaches to communicative intervention (the instrumental and the interactive approach) are discussed Chapter 4. In the subsequent chapters of this book we will further explore the details and implications of changing views on agricultural extension.