Mark D Harmon

University of Tennessee, Knoxville

Associate Professor, School of Journalism and Electronic Media
Contact Information
Curriculum Vitae [PDF]

Honors & Awards

May 14, 2010 Quest Scholar of the Week Honoree
2009 Recipient of a Faculty Fellowship from the National Association of Television Programming Executives to attend and to participate in the NATPE Conference, January 23-27, 2010.
October 2009, Video Entry accepted and presented to Broadcast Education Association, Region Two and Three Faculty Showcase, “Betty Boop Explains Libel.”
October 2008, Video Entry accepted and presented to Broadcast Education Association, Region Two Faculty Showcase, “Evolution of the Video Journalist.”.
Podcast series “Term Paper” winner of UT Faculty Course Concepts category, forwarded to statewide competition, June 2009
Podcast series “Double Take” winner of UT Faculty Course Concepts category, forwarded to statewide competition, June 2008.
Appointed a Faculty Associate of the Howard H. Baker Jr. Center for Public Policy, 2008.
Outstanding Alumnus Award 2005, Penn State Manchester Program Alumni Interest Group.
International Radio and Television Society, Frank Stanton Fellow 2004, award for distinguished broadcast education, Nov. 17, 2004.
2003 Principal author on a successful Wireless Instruction grant application from the Innovative Technology Center. The grant provided laptop computers and digital camcorders for a series of field and classroom exercises simulating live reporting.
2002 Principal author on a successful grant application to the Innovative Technology Center, $15,000 for a series of website modules regarding measuring media audiences. The modules were created by the Broadcasting Department, College of Communications, University of Tennessee.
2001 Awarded Radio Television News Directors Foundation Excellence in Journalism Education Grant to work in a broadcast newsroom in the summer of 2001 with an RTNDF stipend covering all costs.
College of Communications, University of Tennessee, Faculty Research Award, 2001-2002; Outstanding Teaching Award, 1999-2000.
2001 Awarded a Faculty First 2001 grant from the Innovative Technology Center to construct a "Thinking Visually" web site and CD-ROM related to shot composition and editing.
2001 Awarded NAA/CUE/ITC mini-grant of $500 toward purchase of a digital camera for classroom use demonstrating shot composition.
2001 Awarded (with colleague Steve McClung) a College of Communications Research Center grant of $2,700 for a study of local television news accuracy.
2000 Awarded Teaching with Technology Grant at the University of Tennessee, $2000 plus a laptop computer, for a web site regarding media ethics.
College of Communication grants to complete research projects with graduate students (2001, Amy Varecka; 2002, Maria Fontenot; 2003, Syrenthia Johnson).

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Affluenza: Television Use and Cultivation of Materialism

Mark D. Harmon, University of Tennessee - Knoxville

Abstract

The cultivation theory claims that central messages of television become accepted views of reality among heavy viewers. The researcher conducted 2 secondary analyses to determine whether a correlation exists between heavy TV viewing and materialist values. The first analysis was of Simmons Market Research Bureau 1996 data, which included 21,594 respondents. Twenty-nine questions regarding materialistic values were compared with TV viewing, heavy to light quintiles regarding prime-time, daytime, and cable TV viewing. No significant correlations emerged.

Suggested Citation

Mark D. Harmon. "Affluenza: Television Use and Cultivation of Materialism" Mass Communication and Society 4.4 (2001): 405-418.

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