What is cultivation theory primarily concerned with?

Cultivation theory is primarily focused on the long-term effects of media exposure, emphasizing how consistent and repeated exposure to media content can shape individuals’ perceptions of reality over time. Developed by George Gerbner in the 1960s and 1970s, the theory posits that heavy television viewers are more likely to perceive the world in ways that reflect the most common and recurrent messages and themes seen on television. This can influence their beliefs, attitudes, and behaviors, creating a distorted understanding of reality, particularly regarding issues like violence, social norms, and stereotypes.

The theory contrasts with approaches that examine short-term effects, which focus on immediate reactions or behaviors triggered by media consumption. Cultivation theory distinguishes itself by concentrating on these cumulative effects, thus making it clear that it is not interested in transient responses, such as those that may occur shortly after viewing.

Other options like market trends and physical traits of consumers do not align with the core focus of cultivation theory, which is not concerned with how media consumption changes buying behavior or individual characteristics. Instead, it is genuinely about the implications of prolonged media engagement on collective perceptions and worldviews.