Josh Averbeck
Project: NeighborBot: Artificial Intelligence and Community Economic Development
Research Interests:
- Social Media Literacy
- Persuasion
- Digital Literacy
Dr. Josh Averbeck is a Full Professor in the School of Communication and Media at Western Illinois University (WIU), where he specializes in the complex mechanics of persuasion, language use, and message processing. Dr. Averbeck has established himself as a leading scholar and educator, focusing on how linguistic choices and message design influence human behavior across interpersonal, health, and mediated contexts.
Research and Scholarship: Dr. Averbeck’s research program is defined by two primary, often intersecting, areas: Language Expectancy Theory (LET) and ironic message production. His work seeks to expand our understanding of how linguistic and semantic complexity, as well as affect, predict persuasive outcomes. Notably, his research into irony explores the motivations behind why we produce ironic messages and the specific conditions that determine how those messages are received. His scholarly contributions, cited over 1,500 times, are widely recognized in the field, with publications in premier journals such as Communication Monographs, Journal of Communication, Human Communication Research, and Communication Studies. He has also conducted significant research into health communication, including studies on the effects of fear and hope appeals in health campaigns and the role of social support in online environments.
Institutional Leadership: In addition to his teaching duties, Dr. Averbeck serves as the Director of the Social Media Lab, where he bridges the gap between theory and practice. Under his leadership, the lab provides students with hands-on training and professional experience while collaborating with various campus and community clients. He also serves on the University Research Council and Institutional Review Board.
Education and Background: Dr. Averbeck earned his Ph.D. in Communication from the University of Oklahoma in 2011. He is a proud alumnus of Western Illinois University, where he completed his M.A. in Communication (2007), and he holds a B.A. in General Science from North Central College (2004).
Throughout his career, Dr. Averbeck has remained dedicated to the WIU community, earning accolades such as the College’s Teaching Award, Service to Campus and Community Award, and Teaching with Technology Award. His work in the social media lab during the COVID-19 pandemic resulted in a McDonough County Quality of Life Award for promoting mask usage on campus and in the community. His research has also been recognized, such as the four Top Paper Awards from the Central States Communication Association.