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Meaning is contextual and relational. It depends on the relationships between words which have family resemblances and on specific utterances in the context of pragmatic narratives (Barker, 2000, p. 386). For instance, in the virtual world of hauling on YouTube, many of the haulers use the term collective to indicate that they are doing a haul from a number of stores and a series of shopping trips (i.e. not just one trip to the mall). So in this context, the meaning of the term collective is generally understood by viewers and haulers alike to mean a collection of items purchased over a given course of time; whereas in other contexts, the word collective may refer to a group effort. Furthermore, the concept of articulation is used to explain how the circuit works. “By articulation is meant a temporary unity of all discursive elements which do not have to ‘go together.’ An articulation is the form of the connection that can make a unity of two different elements, under certain conditions. Articulation suggests both expressing/representing and a joining together” (Barker, 2000, p. 53). When following this theoretical framework, “...meaning is produced and embedded at each level of the circuit whose meaningful work is necessary, but not sufficient for or determining of, the next moment in the circuit” (Barker, 2000, p. 53). Therefore, certain ideas, understandings, and meanings are produced, or articulated, at different moments within the circuit. Curtin and Gaither (2005) explain articulation as the points at which the levels on the circuit overlap and through this “...meanings are contested and renegotiated” (p. 98). As cited in Curtin and Gaither (2005, p. 98), Grossberg (1986) offers the following definition: Articulation refers to the complex set of historical practices by which we struggle to produce identity or structural unity out of, on top of, complexity, difference, 20PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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