Travis’ research chiefly focuses on strategic communication through exploring the situated nature of individuals’ choices as online content producers. He has described how agents’ digital voices feature multimodal choices than can support or detract from their intent. As an Adjunct Scholar, his research tackles why the development of online personas exposes individuals to new risks, such as brandjacking and academic cyberbullying. Plus, how instances of “health communication” may better be understood as propaganda if featuring deceptive messaging, external incentives, and coercion. His work is published in leading peer-reviewed journals that include; Frontiers in Research Metrics and Analysis, Heliyon, Learning, Media and Technology, and Social Science Computer Review. Travis is also a director at The Noakes Foundation and the Create With Cape Town design studio.