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channels that are devoted to different topics (i.e. one for beauty and fashion, another for personal or daily issues). Further, the vloggers utilize numerous forms of social media to maintain contact with their followers. Many use Twitter, Facebook and personal blog pages to ask questions of their followers and receive video requests. Juicystar07, for example, notes that her followers on Twitter have the most influence in regard to what videos she creates because Twitter is where she obtains the majority of her ideas (Forever 21 haul). Similarly, TheCurrentCustom (another fashion vlogger) uses Twitter and a blog to converse with her viewers and sell products (i.e. clothing and jewelry) that she mentions in her videos (TheCurrentCustom, 2009). In the same way, Euchante, a 19-year-old hauler pursuing a marketing degree, also employs Twitter and a fashion blog to maintain contact with her viewers. She explains that she enjoys using Twitter because it offers a more intimate platform for her to connect with her viewers and learn what type of video requests they have (Euchante, personal communication, August 29, 2011). Criticisms Jill Chivers, a self-confessed and self-reformed shopaholic from Australia, describes the haul video phenomenon as “a modern day nightmare.” She says that women have always felt a need to compete with one another and the desire to look good. Chivers claims that while this competitive behavior is not new, the avenues to express it are. She cites the Internet and disposable income as the two main culprits. Some young women either earn or have access to a large amount of discretionary income through their parents, allowing them to participate in excessive consumption at high levels. “That I think is quite scary,” states Chivers. She believes that girls today are instilled with a “feeling of want” at a very young age, which contributes to their urge to consume; ultimately trickling into their adolescence and womanhood. Relating 7PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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