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the most popular vloggers on YouTube. Her videos have accumulated more than 61 million views (Smith, 2010). She’s made herself into a character, always impeccably dressed and perfectly coiffed – but she’s always able to also project an image of friendliness and authenticity, appearing both aspirational and relatable to her core audience, who ask for her advice and celebrate her purchases as if they both know her and want to be her. In many ways, she’s like the prettiest girl at your high school, who also happens to be the class sweetheart (Smith, 2010). Juicystar07 can post a video and it will garner more than 300,000 views in several days. Not only is she loved by the majority of her followers, but she is “...a marketer’s dream come true” (Smith, 2010). “In a flash, they've become the favorite medium of expression for attention- seeking shopaholics between the ages of tween and twentysomething, yet they're already changing faster than the models in a Milan fashion show” (Wells, 2010). According to Shishir Mehrota, director of product management at YouTube, some of the current haul videos are racking up views comparable to major cable channels (as cited in Noll, 2010). Marisa Meltzer, a freelance writer for Slate magazine, claims that juicystar07 may be more influential to her followers than the editors who piece together the pages of Teen Vogue. “To the average teen, her seal of approval might carry even more weight than Anna Wintour’s” (Meltzer, 2010). According to Alex Murray of BBC News Magazine, “...bloggers have been chipping away at the mainstream media as more and more people want to hear about fashion from people who apply it to everyday life.” She notes that “The hierarchical fashion landscape changed beyond all recognition with the advent of digital media” (Murray, 2011). Given that fashion magazines are understood as authoritative sources of what is fashionable, it is worthwhile to note 4PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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