Cultivating interest: A short-form factual digital entertainment series approach to engage Gen Z in Philippine agriculture

Date of Publication

11-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Communication Arts

Subject Categories

Film and Media Studies

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Eleazar L. Del Rosario

Defense Panel Member

Norman S. Zafra
Gerardo A. Mariano
Danzen Santos Katanyag

Abstract (English)

The study explored the complex and urgent issue surrounding the generational divide between Filipino youth and the agriculture industry. As the sector faced an aging workforce and declining interest among the younger population, agriculture came to be seen as outdated, laborious, and disconnected from modern aspirations. Cultivating Interest examined how authentic storytelling and social media could reshape that perception.

Through the creation of a short-form factual entertainment series on TikTok, the project investigated how digital content influenced the mindset of Generation Z toward agriculture. Rather than reimagining the industry to suit Gen Z’s lifestyle, the series reframed agriculture by revealing its existing potential, humanity, and relevance in modern society. It aimed to portray farmers and agricultural advocates as changemakers whose work sustained communities and shaped the country’s future, rather than as remnants of the past.

This study explored whether a seven-episode, 3–4 minute short-form series on TikTok could improve Gen Z perceptions of agriculture. Mixed methods were used: pre–post survey, focus group discussions (FGDs), and TikTok analytics

1080p. MP4 format. Total running time: 23 minutes. 3–4 minutes per episode.

Abstract Format

html

Abstract (Filipino)

Sinusuri ng pag-aaral na ito ang nakaaalarma at napapanahong usapin hinggil sa lumalaking pagitan ng kabataang Pilipino at ng industriya ng agrikultura. Habang patuloy na tumatanda ang mga magsasaka, unti-unting nababawasan ang mga kabataang nakikita ang sarili sa larangang ito. Sa paningin ng marami, ang agrikultura ay nananatiling simbolo ng kahirapan: isang trabahong mahirap, walang kasiguraduhan, at tila walang puwang sa makabagong panahon. Nilalayon ng Cultivating Interest na baguhin ang ganitong pananaw sa pamamagitan ng makabagong pamamaraan ng pagkukuwento at paggamit ng social media.

Sa pamamagitan ng maikling seryeng pangkaalaman at pang-aliw inangkop sa vertical format ng TikTok, sinisiyasat ng proyekto kung paano nagiging daan ang mga kuwentong mula sa social media upang mabago ang pagtingin ng Generation Z sa agrikultura. Sa halip na baguhin ang agrikultura para umayon sa kabataan, ibinubukas ng serye ang mga kuwentong naglalarawan ng totoong anyo nito. Ipinapakita ng mga episode ang mga magsasaka at tagapagtaguyod ng agrikultura bilang mga tagapagbago na humuhubog sa kinabukasan ng bansa at hindi bilang mga nakaligtaang bahagi ng kasalukuyan.

Tinalakay sa pag-aaral na ito kung maaaring mapabuti ng maikling pormat ng series na may pitong episode, na may tagal na 3–4 minuto bawat isa sa TikTok ang pananaw ng Gen Z tungkol sa agrikultura. Gumamit ito ng mixed methods: pre–post survey, focus group discussions (FGDs), at TikTok analytics.

1080p.MP4 format. TRT 23 minuto: 3-4 minuto bawat episode.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Agriculture--Philippines; Generation Z--Philippines

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Embargo Period

12-4-2025

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