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INTRODUCTION Fashion and beauty are two popular topics among many adolescent girls and women, and arguably have been for thousands of years in some cultures. Oftentimes, conversations are started by one woman complimenting another on her hairstyle or handbag. Today, women of multiple demographics have a new way to compare fashion and beauty. The Internet, YouTube specifically, is increasingly used as a medium through which many women post videos that “show and tell” their most recent fashion and beauty product purchases. This phenomenon, most commonly known as “hauling,” takes place on YouTube, and has exploded on an international scale. It can be argued that this popular video-sharing site is facilitating the establishment of virtual rapport and friendship through the posting of haul videos. What has now become a popular vernacular term in the YouTube fashion and beauty culture has origins that can be traced to the nautical realm. In 1776, the term haul meant “something gained...perhaps on the notion of ‘drawing’ a profit or of the catch from hauling fishing nets” (Online Etymology Dictionary, 2011). Similarly, the word haul meant “...to trim the sails to sail closer to the wind (The Free Dictionary.com, 2011). According to Dictionary.com haul means “to pull or draw with force; move by drawing; drag; to cart or to transport; carry” (Dictionary.com, 2011). One thing is certain—there are thousands of young girls and women pulling, dragging, carting and carrying loads of fashion and beauty products back to their bedroom (or other preferred filming locale) to produce what has become known as a haul video. “You might think nobody would want to watch an excitable teen, armed with shopping bags, discussing her wares – but you would be wrong. Jot the word ‘haul’ into YouTube 1PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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