Dr. Robert McKeever's specific research interests focus on examining the persuasive effects of mass media content, particularly as applied to pro-social topics such as mental health advocacy. He has several published and forthcoming articles in peer-reviewed journals, and his research has been presented at academic conferences including the International Communication Association (ICA), the Association for Education in Journalism and Mass Communication (AEJMC), the National Communication Association (NCA), the International Association for Media and Communication Research (IAMCR), and the World Association for Public Opinion Research (WAPOR). He has also received top paper awards from several divisions at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC).
Faculty and Staff
Robert McKeever, Ph.D.
|Department:||School of Journalism and Mass Communications
College of Information and Communications
School of Journalism and Mass Communications
B.A.. University of North Carolina at Chapel Hill
M.A., Gonzaga University
Ph.D., University of North Carolina at Chapel Hill
Dr. McKeever teaches graduate and undergraduate courses in quantitative research methods, media and society, mass communication theory, and health communication.
McKeever, R. (2015). Vicarious experience: experimentally testing the effects of empathy for media characters with severe depression and the intervening role of perceived similarity. Health Communication, 30, 1122 - 1134. doi:10.1080/10410236.2014.921969
McKeever, B.W., McKeever, R., Holton, A., & Li, J-Y. (2016). The silent majority: Childhood vaccinations and antecedents for communicative action. Mass Communication and Society, 19, 476-498. doi:10.1080/15205436.2016.1148172
McKeever, R., & McKeever, B.W. (2016). Moms and media: Exploring the effects of online communication on infant feeding practices. Health Communication. doi: 10.1080/10410236.2016.1196638
McKeever, R., McKeever, B.W., & Li, J-Y. (In Press). Speaking up online: Exploring hostile media bias, health behavior, and other antecedents of communication related to breastfeeding. Journalism and Mass Communication Quarterly.
Pardun, C., McKeever, R., & Bedingfield, S. (In Press). Smoke Gets in Their Eyes? How Smokers and Non-Smokers Demonstrate Third-Person Effect of Electronic Cigarette Advertising. Journal of Promotion Management.
Director, Science and Health Communication Research Group, University of South Carolina
Graduate Council Member, School of Journalism and Mass Communications, University of South Carolina
Journal Reviewer, Journalism & Mass Communication Quarterly, Journal of Health Communication, Science Communication, Health Communication, Asian Journal of Communication, Journalism and Mass Communication Educator, and International Journal of Health Policy and Management.
Editorial Board Member, Journal of Media Critiques
Conference Co-Chair, AEJMC Midwinter Conference, Mass Communication and Society Division