Robert C. Hornik, Ph.D.

Professor Bob Hornik at Annenberg School for Communication ASC UPenn
Wilbur Schramm Professor of Communication and Health Policy
Co-director, Penn Tobacco Center on Regulatory Science

Robert Hornik is the Wilbur Schramm Professor of Communication and Health Policy at the Annenberg School for Communication. He is co-director of the Penn Tobacco Center of Regulatory Science (TCORS), and  led the Center of Excellence in Cancer Communication Research (CECCR) at Penn from 2003-2014.  Recently completed research examined how Americans are affected by their exposure to information about cancer prevention, screening and treatment.  Current research projects include: 1) a five year study of the effects of new and old media content on tobacco beliefs and behavior among youth and young adults, 2) development and validation of methods to choose preferred message themes for communication campaigns.

Courses Taught

COMM 522: Introduction to Communication Research

COMM 637: Public Health Communication

COMM 640: Analysis of Data in Large Sample Communication Research

COMM 727: Evaluation of Communication Campaigns

Professor Hornik's research areas include public health communication, mass media effects, research methodology, evaluations of large-scale public health communication interventions, studies of effects of mass media coverage on health behavior, and cancer communication.

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Hornik's Network

  • Health Communication
  • Media and Communication Effects
  • Center of Excellence in Cancer Communication Research
  • Penn Tobacco Center on Regulatory Science