Lauren Schierz

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Research Project

Generation Discourse In Traditional Media

Bio

With a love for media, re-branding, and company research I decided to do an analysis on CBC and their successful media hub “Street Cents” this has been a very eye-opening experience for me and has kept me engaged throughout my final year of working on my capstone.

Research Summary

Generational Discourse in Traditional Media showcases how CBC, a news broadcasting company has successfully brought in a Gen Z audience to their platforms. Using a remake of their well known “Street Cents” media hub, CBC has been able to master their attraction towards a Gen Z audience, pulling in a new wave of viewers to follow their media hub while still producing television and radio for their loyal fans. Using research from digital platforms, as well as meeting with a producer from CBC, this capstone allows the viewer to directly see how this generational media discourse has successfully been done and continued to this date.

Research Poster

A CBC Toronto infographic titled 'THE KEY TO CATCHING A GEN Z AUDIENCES EYE HIGHLIGHTING MEDIA HUB 'STREET CENTS'.' The top right features three diverse young adults (two women, one man) smiling and posing for a selfie, with a 'Street Cents' sticker visible on the phone case. The text explains 'Why CBC Toronto's 'Street Cents'' is a leading initiative engaging Gen Z with financial literacy and news. A pie chart under 'Overall Findings' shows 'CBC Street Cents' with 78% Gen Z involvement, compared to 'MLSE Launch Pad' (17.5%) and 'Rogers Sports & Media' (4.5%). Another section 'What do they do right?' details their interactive presence on Instagram and TikTok, offering content in a relaxed tone. Contact information for Lauren Schierz and @streetcents is at the bottom.

Lightning Talk

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