When the spotlight is shone on farmers: the transformative power of collaborative video in tourism research

Purpose Seeking to overcome the shortcomings of conventional, publication-oriented post-positivist and constructivist academic research pursuits, this paper proposes collaborative video as a robust visual methodology for democratic engagement with and empowerment of traditionally underserved communities. However, participatory-action research is often sidelined in favor of more time-efficient methodologies that yield greater scholarly metrics. Notwithstanding, grant-making agencies now require awardees to demonstrate societal impact of funded projects, which may prompt researchers to step outside research orthodoxy and explore alternative approaches. In this scenario, it is opportune to examine existing approaches to participatory visual research to provide a roadmap for future projects in tourism studies. Design/methodology/approach The author draws on his 5-year involvement in the Fork2Farmer initiative, in the scope of a longitudinal participatory action-research project with tourism microentrepreneurs in the United States. This initiative utilized collaborative video to bring farmers to the frontstage of the Farm-to-Table scene by celebrating the passion, ingenuity and resilience with which they grow our food. This conceptual paper uses the lens of Haw and Hadfield’s video modalities to examine the mechanisms through which collaborative video addressed power imbalances and worked to change social structures, i.e., transformative psychopolitical validity. Findings On-screen, the series succeeds at uncovering a symbiotic relationship between farmers and chefs that challenges preconceived notions that the latter are driven purely by altruistic motives in their decision to source locally. Conversely, this symbiosis affords chefs several valuable economic and noneconomic assets, including access to the freshest produce, brand alignment with patrons’ core values and business transparency. On the other hand, farmers gain social capital, self-efficacy and reputation, which are valuable assets for their entrepreneurial pursuits. Off-screen, collaborative video was a catalyst for a not-always-easy conversation that expanded beyond chefs and farmers to agricultural extension, tourism authority and academia. Originality/value Fork2Farmer provides a unique outlook into the transformative power of collaborative video in tourism studies and social science in general.