The Asia-Pacific Education Researcher

, Volume 27, Issue 1, pp 43–54 | Cite as

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

  • Wen-Lung HuangEmail author
  • Jyh-Chong LiangEmail author
  • Chin-Chung Tsai
Regular Article


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.


Conceptions of learning Approaches to learning Mass communication education 



This study is, in part, supported by the Ministry of Science and Technology, Taiwan, under grant numbers of MOST 105-2628-S-011-002-MY3 and MOST 106-2511-S-003-058-MY3.

Supplementary material

40299_2017_364_MOESM1_ESM.doc (48 kb)
Supplementary material 1 (DOC 48 kb)


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Copyright information

© De La Salle University 2017

Authors and Affiliations

  1. 1.Graduate Institute of Applied Science and TechnologyNational Taiwan University of Science and TechnologyTaipeiTaiwan
  2. 2.Program of Learning SciencesNational Taiwan Normal UniversityTaipeiTaiwan
  3. 3.Department of Film and Television DesignChina University of TechnologyWunshan District, TaipeiTaiwan

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