Media

Lea Kulevska

The Desire for Permanence in a Disappearing World: The Rise of ‘Analog’ and Gen Z’s Emotional Resistance to Algorithms

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Lea Kulevska is a fourth-year Professional Communications student minoring in Fashion Studies at Toronto Metropolitan University. Lea has a distinct passion for media, marketing, and digital storytelling, and has enjoyed exploring the various intersections of communication, design, and individualized creativity throughout her studies. 

With her ongoing experience within the Fashion retail industry, she hopes to continue her passion for fashion and film into her professional career. Outside of her studies, Lea enjoys watching films, fashion styling, and engaging in critical conversations about popular culture and politics.

A digital camera revival, the rise in physical media collections and the vinyl and CD resurgence. Gen Z is going analog. But why? With the unrelenting prominence of social media, personalized algorithms, and the overall rise in digitization in contemporary society, this research explores the recent shift among Gen Z toward adopting “analog” practices. 

By utilizing numerous online articles, peer-reviewed sources and TikTok and Substack posts, this research explores the shift in Gen Z’s rejection and ultimate desire for ‘offline’ forms of communication and creativity. Ultimately, addressing the potential impacts this has on how various communication and marketing industries will be impacted—if impacted at all.

Lightning Talk

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Tara Kim

The Power of Simplicity: Minimalism as a Marketing Strategy in Beauty Branding
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Soraya Ellis

Gendered Branding in the Energy Drink Industry: A Comparative Analysis of Red Bull and Alani Nu
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Mahrukh Sheikh

Another Day, Another Delay: TTC Commuting and Toronto’s Social Media Narratives
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