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between ages 18-55, are equal parts male and female, and cross all geographies. Further, YouTube reports that 51% of its users visit the site weekly or more frequently, and 52% of 18-34 year-olds regularly exchange videos with friends and colleagues. “As more people capture special moments on video, YouTube is empowering them to share their experiences, talents and expertise with the world” (YouTube, 2010). This dynamic video-sharing site has been studied in fields including health and drug communication (Freeman & Chapman, 2007; Keelan, Pavri-Garcia, Tomlinson & Wilson, 2007; Lange, Daniel, Homer, Reed & Clapp, 2010; Steinberg et al., 2010), social networking (Donath & Boyd, 2004; Guosong, 2009, Lange, 2007a, 2007b, Mislove, Marcon, Gummadi, Druschel & Bhattacharjee, 2007), computer science and technology (Capra et al., 2008, Zink, Suh, Gu & Kurose, 2009), and visual communication (Adami, 2009). Guosong (2009) explored YouTube as a form of user-generated media (UGM) by applying the uses and gratifications theory to his study. He proposed a three-part analytical model to explain the primary reasons for how and why people interact with UGM; Guosong claims that the three central motives are consuming, participating, and producing. Consuming UGM, in the case of this study, could involve watching a haul video, and/or reading the comments posted to it, but not participating. Participating involves user-to-user contact (such as ranking a video or blog, adding to a playlist, sharing with virtual friends, or posting a comment), but not the act of producing one’s own content; whereas producing requires the “...creation and publication of one’s personal contents such as texts, images, audio, and video” (Guosong, 2009, p. 9). Hauling on YouTube: What’s going on behind the Screen? Blair Fowler (screen name juicystar07), is a teenager who has achieved international recognition (as well as YouTube celebrity status) for her haul videos and is quite possibly one of 3PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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