Skip to Content

College of Information and Communications

Faculty and Staff

Robert McKeever, Ph.D.

Title: Interim Associate Dean for Research
Associate Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-777-1155
Fax: 803-777-4103
Office: School of Journalism and Mass Communications
800 Sumter Street, Room 304
Columbia, SC 29208
Resources: Curriculum Vitae


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 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.


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.

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.

Recent Grants

“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.

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(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 MemberJournal 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

DirectorScience and Health Communication Research Group, University of South Carolina

Graduate Council Member, School of Journalism and Mass Communications, University of South Carolina

Challenge the conventional. Create the exceptional. No Limits.