NDLI: Exploring the Relationship Between University Students’ Conceptions of and Approaches to Learning Mass Communication in Taiwan

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Exploring the Relationship Between University Students’ Conceptions of and Approaches to Learning Mass Communication in Taiwan

Content Provider	Springer Nature Link
Author	Tsai, Chin Chung Huang, Wen Lung Liang, Jyh Chong
Copyright Year	2017
Abstract	Previous studies have revealed the close relationship between students’ conceptions of and approaches to learning. However, few studies have explored this relationship in the field of learning mass communication. Therefore, this study aims to explore the relationships between students’ conceptions of learning mass communication (COLMC) and approaches to learning mass communication (ALMC). The two questionnaires were validated using a sample of 362 Taiwanese university students. Eight factors were derived from the COLMC questionnaire (“Memorizing,” “Aiming for examination,” “Video production,” “Integrated marketing communication,” “Increase of knowledge,” “Applying,” “Understanding,” and “Seeing in a new way”), and five factors were derived from the ALMC questionnaire (“Deep motive,” “Deep strategy,” “Surface motive,” “Surface strategy-narrow study target,” and “Surface strategy-rote learning”). Two newly developed factors, “Video production” and “Integrated marketing communication” were added to COLMC as unique features for mass communication students. The results indicated that these two questionnaires exhibited adequate reliability for assessing students’ conceptions of and approaches to learning mass communication. It was also found that the “Memorizing” and “Aiming for examination” factors in COLMC predicted students’ surface strategies in learning mass communication. In addition, students with conceptions of “Integrated marketing communication” tended to adopt deep motive for learning mass communication. In conclusion, this study revealed the relationships between students’ COLMC and ALMC in Taiwan. Furthermore, it may provide mass communication teachers with a better understanding of how students’ conceptions of learning relate to their approaches to learning mass communication.
Starting Page	43
Ending Page	54
Page Count	12
File Format	PDF
ISSN	01195646
Journal	The Asia-Pacific Education Researcher
Volume Number	27
Issue Number	1
e-ISSN	22437908
Language	English
Publisher	Springer Singapore
Publisher Date	2017-12-07
Publisher Place	Singapore
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Sociology of Education Mass communication education Educational Policy and Politics Education Learning and Instruction International and Comparative Education Conceptions of learning Approaches to learning
Content Type	Text
Resource Type	Article
Subject	Education

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
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