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College of Information and Communications

Faculty and Staff

Robert McKeever, Ph.D.

Title: Assistant Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-777-1155
Fax: 803-777-4103

School of Journalism and Mass Communications
800 Sumter Street, Room 304
Columbia, SC 29208



B.A.. University of North Carolina at Chapel Hill
M.A., Gonzaga University
Ph.D., University of North Carolina at Chapel Hill


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).


Dr. McKeever teaches graduate and undergraduate courses in quantitative research methods, media and society, mass communication theory, and health communication.

Recent Publications

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 MemberJournal of Media Critiques

Conference Co-Chair, AEJMC Midwinter Conference, Mass Communication and Society Division