His research examines the mechanisms and effects of mass media campaigns, strategic health messages, and news coverage in shaping health behavior, health disparities, and social policy. Some examples of his recent work:
Dr. Niederdeppe is working on several projects which seek to advance theorizing about the conditions under which various forms of strategic messages (including narratives, counter-framing, refutation, and graphic imagery) can undermine or enhance public and policy maker support for health policies and other collective, multi-sector solutions to social problems.
He is also working with several Cornell colleagues to understand how variations in graphic warning labels on cigarette packages influence smoking-related cognitions and emotions among youth and adults from socioeconomically disadvantaged backgrounds.
Other recent work examines the influence of alcohol control public service announcements in shaping drinking behavior and rates of alcohol-related fatal vehicle accidents.
He has published over 130 peer-reviewed articles in journals that include Journal of Communication, Health Communication, Social Science and Medicine, American Journal of Public Health, The Milbank Quarterly, and New England Journal of Medicine. His work has been funded in recent years by the U.S. National Institutes of Health, U.S. Department of Agriculture, U.S. Environmental Protection Agency, and Robert Wood Johnson Foundation. Dr. Niederdeppe was awarded the Lewis Donohew Outstanding Scholar in Health Communication Award from the Kentucky Conference on Health Communication in 2014 and the Early Career Award from the Public Health Education and Health Promotion Section within the American Public Health Association in 2016. He is an Associate Editor for Communication Methods & Measures and serves on the editorial boards for eight other communication and public health journals.