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contradiction. It signals the absence of guarantees, the inability to know in advance the historical significance of particular practices (p. 154). As will be demonstrated, the concept of articulation is important because it helps us understand that thinking in terms of a process of production and consumption is helpful, but does not explain everything. du Gay et al. (1997), and others who have used the circuit of culture to explain cultural phenomena, highlight the fact that these moments often overlap. In other words, production and consumption are happening at once; they are codependent (see Figure 1.) When thinking about this in regard to hauling, consider that haulers are both consuming a message(s) and producing a message(s). The notion of articulation accounts for this simultaneous, fused or integrated movement. When thinking about the circuit of culture and its relation to the hauling phenomenon, it is important to realize that the creation of the videos require the production and consumption of fashion and beauty products, and in essence, the continued cycle of women adopting the standard gender and body ideals put forth by contemporary fashion and beauty brands. It is worth noting that “...while each of the moments, in articulation, is necessary to the circuit as a whole, no one moment can fully guarantee the next moment with which it is articulated” (Hall, 1980, p. 129). Therefore, one can move from the moment of production to regulation or identity to consumption, for example. There is no set path the circuit has to follow. All of the moments are interrelated and the order in which they are articulated cannot be predicted. Acosta-Alzuru and Kreshel (2002) employed the circuit of culture to study Pleasant Company’s line of children’s toy dolls, American Girl (AG). In 1998, Pleasant Company was purchased by Mattel Inc., though the American Girl collection remained a singular entity that was headed by the original founder, Pleasant T. Rowland (pp. 140-141). The authors sought to 21PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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