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 more than a dozen published and forthcoming articles in top-tier peer-reviewed journals, and his research has been presented at academic conferences including AEJMC, the International Communication Association, the National Communication Association, the International Association for Media and Communication Research, and the World Association for Public Opinion Research. He has also received top paper awards from more than one division at the annual conference of AEJMC. His research has appeared in a variety of journals including Journalism and Mass Communication Quarterly, Health Communication, Public Relations Review, PLoS ONE, and Mass Communication and Society.
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. Robert McKeever has been an elected member of several officer positions within the Mass Communication and Society Division of the Association for Education in Journalism and Mass Communication. Until 2012, Dr. Robert McKeever was a Roy H. Park Doctoral Fellow at UNC-Chapel Hill. Following a brief foray as a research associate in the Arnold School of Public Health at USC, he was hired as an assistant professor of health and science communication in the School of Journalism and Mass Communications. His doctorate is from UNC-Chapel Hill; research from his dissertation investigating the role of empathy in promoting prosocial behavior won the top paper in the open faculty competition of the MCS division at AEJMC. His master's degree is from Gonzaga University, and was presented at the annual meeting of the American Political Science Association, and his bachelor's degree is also from UNC-Chapel Hill. He also holds a certificate in transatlantic relations from the consortium of European Union Studies from UNC-Chapel Hill, NC State University, and UNC Charlotte.
McKeever teaches graduate and undergraduate courses in quantitative research methods, experimental design, media and society, mass communication theory, and health communication. He has also co-instructed faculty-led study abroad courses in Cuba, as well as several independent research studies.
Dr. McKeever’s work with Ph.D. students has led to publications and top paper awards for the student at AEJMC. His advisees have included the inaugural Baldwin Business Fellow, Mark Tatge (Ph.D.), and the school’s first SPARC grant recipient, Jane Weatherred.
“It’s not “Fake,” it’s “Alternative”: Experimentally Parsing the Effects of Misinformation” was awarded a Dean’s Circle grant from the College of information and Communication at the University of South Carolina.
2017 - Principal Investigator: “Online Teaching Development Grant” was awarded by the School of Journalism and Mass Communications at the University of South Carolina.
2017 - Co-Principal Investigator (with Principal Investigator: Karen Mallia): “Visiting Scholars Grant” was awarded by the University of South Carolina.
2018 - Co-Principal Investigator (with Principal Investigator “Taylor” Jing Wen): “Combating Misinformation on Childhood Vaccination: Empowering Parents to Manage Conflicting Health Information Online.” was awarded a Provost Internal Grant from the University of South Carolina.
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(11), 1122-1134.
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(4), 476-498.
McKeever, R., & McKeever, B.W. (2017). Moms and media: Exploring the effects of online communication on infant feeding practices. Health Communication, 32(9), 1059-1065.
Holman, L., & McKeever, R. (2017). The Andrea Yates effect: Priming mental illness stereotypes through exemplification of postpartum disorders. Health Communication, 32(10), 1284-1296.
McKeever, R., McKeever, B. W., & Li, J. Y. (2017). Speaking up Online Exploring Hostile Media Perception, Health Behavior, and Other Antecedents of Communication. Journalism & Mass Communication Quarterly, 94(3), 812-832.
Pardun, C., McKeever, R., & Bedingfield, S. (2017). Smoke Gets in Their Eyes? Third-Person Effects of Electronic Cigarette Advertising. Journal of Promotion Management, 23(5), 708-726.
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
Awards Committee Chair, Mass Communication and Society Division of AEJMC
Research Committee Member, Mass Communication and Society Division of AEJMC
Director, Science and Health Communication Research Group, University of South Carolina
Graduate Council Member, School of Journalism and Mass Communications, University of South Carolina