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I decided to make the analysis of haul videos the focus for a paper in my apparel merchandising class that same semester. After receiving a high grade on the paper, I was further inspired to submit an abstract to the Fall 2010 “Fashion in Fiction” conference, to which I was accepted to present. In October 2010 I travelled to Drexel University to present my research about haul videos. After sharing my findings I received very positive feedback and was again encouraged to continue exploring this phenomenon. It is these experiences that solidified my decision to make the analysis of the haul video phenomenon the focus of my master’s thesis. Lastly, I was accepted to the Hawaii International University Conference on Arts and Humanities, where in January 2012 I presented my master’s thesis research. Furthermore, as a communication and women’s studies scholar, I believe exploring the trend of hauling on YouTube is important for numerous reasons. To my knowledge, there is no published literature concerning hauling, and therefore, this study is of value because it can serve as a building block for future research in this area. There is a large body of literature devoted to the study of fashion magazines and their impact on women, but there is a gap in the literature examining the phenomenon of hauling on YouTube. I believe it is worthwhile to begin studying this trend and the effect it may have on the young girls and women who participate in hauling. The analysis of virtual socializing and marketing is useful because it can help one to understand what this phenomenon involves, where it might go in the future, and what it means for many of the consumption-driven girls and women who partake in hauling. It is also worth mentioning that I am aware of the many criticisms of this phenomenon. I have briefly discussed some of them in this chapter and will address them throughout the study. Many of these criticisms, however, have been made by social commentators and researchers who have not spent the amount of time I have watching haul videos on a daily basis, carefully 16PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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