This study examined whether or not the knowledge gained by adults in a group is influenced by media employed, by discussion, and by attitudes of local and professional discussion leaders. Research results were presented to the adults (250 4-H Club leaders) by film, lecture, and bulletin, then by discussion. Phases of the project included the effect of a period of followup discussion on knowledge gained by use of three media, and the relative effectiveness of local and professional leaders. Hypotheses were tested by analysis of variance. The lecture method, when followed by discussion, was most effective; films ranked second; bulletins, third. Attitudes of local discussion leaders affected knowledge gains relatively little in the settings described. It was concluded that adults expect an interested, positive attitude on the part of professional educators. When adults perceive an attitude which they interpret as uninterested or negative, learning significantly decreases. (author/ly)