Facilitators and hindrances to farmers’ participation in production of farmer-learning videos in central Uganda: a thematic analysis

Videos can complement extension services provision by improving dissemination of agricultural information to farmers. However, for videos to be effective, they need to have relevant video content. This study assessed enablers and hindrances to farmers’ participation in FLV production based on a coffee FLV. Identifying enablers and hindrances to participation of farmers in production of an FLV is essential for developing strategies that optimise their participation to produce relevant FLVs aligned to their contexts. A qualitative case study research design was employed. Data were collected through focus group discussions, key informant interviews and in-depth interviews, and analysed through thematic analysis guided by the Activity theory analytical framework. The study established that farmers’ attributes especially their competencies to accomplish assigned tasks in FLV production, and motivations, were salient enablers to their participation. The other enablers were related to how the FLV process was organised, which included availability and adequacy of requisite resources, existence of clear guidelines for production of FLV, utilisation of pre-existing relationships, skilfulness of video experts and field officers, and specificity of roles. The limited interactions among actors, differing expectations, and time constraints were the major hindrances to farmers’ participation in production of the FLV. Hence, video experts should provide opportunities for improving farmers’ competences through training, offering technical support, and providing for rehearsals to build confidence. Mechanisms for improving interactions between and among farmers and video experts to harmonise expectations, promote mutual understanding, and foster knowledge sharing are also needed.