Degree Type


Date of Award


Degree Name

Master of Science


Greenlee School of Journalism and Communication

First Advisor

Eric Abbott


This study explored the effectiveness of video as a tool to either complement or replace existing lecture/demonstration training for small farmer groups. The effectiveness of video in decreasing the knowledge gap among farmers who differ by gender, bean production volume, and education level was also evaluated. Quantitative and qualitative data were gathered through a quasi-experiment including a pre-test and a post-test design with three experimental groups. Results showed that video could be an effective complement and replacement for the conventional lecture/demonstration training method. The training method that included both video and traditional lecture/demonstration was especially effective for groups with relatively low prior knowledge of the training topic. Video alone or video plus traditional lecture/demonstration were as effective as traditional training in decreasing gaps in learning among subjects of both genders, varying education levels and scales of bean planting.

Video has advantages in rural areas because it does not require face-to-face presentation by skilled trainers. Video might be an attractive alternative or supplement if the production cost is low enough, or if conventional lecture/demonstration cannot meet the demand for training. Using local actors, shooting video in the local environment and using local languages add to video's advantages for training purposes. When used to demonstrate a farming technique or practice in a group setting, videos were found to enhance interaction (e.g. discussion and peer learning) among farmers.


Copyright Owner

Tian Cai



File Format


File Size

90 pages