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understand how meaning was created through the consumption of AG dolls and other AG branded items, and were primarily concerned with moments of representation, identity and consumption. They claim that owning an AG doll places the owner in a collective sphere of meaning exchange which facilitates an understanding and sense-making of the world (p. 143). Further, the researchers note that the examination of how such meanings are “...produced, modified, and consumed” on a daily basis will contribute to their knowledge of the toys as a cultural artifact and how they play a role in the formation of cultural social norms and shared meanings (p. 143). In a similar light, the investigation of haul videos as a cultural artifact will assist in understanding how they exist as a mechanism through which meanings are consumed, produced and mediated by both the haulers and viewers. Haulers and viewers alike are users of merchandise produced at the corporate level, and the viewers are consumers of the videos created by the haulers. Therefore, meanings are being produced and consumed throughout these processes. As will be discussed in more detail later in the study, there are certain norms and practices present in the fashion and beauty communities on YouTube, which have arguably been put in place through the exchange of language (both visual and spoken) and consumption of the videos. “Through an active manipulation of symbols, individuals can strive to construct an identity that enables them to organize a personal sense of existence and to invest it with meaning” (Kaiser et al., 1991, p. 173). The quote from Kaiser, Nagasawa and Hutton (1991) is relevant to hauling on YouTube in that haulers use clothing and beauty products (symbols) to help them construct a sense of identity. The idea of a “collective sphere of meaning exchange” Acosta-Alzuru & Kreshel, 2002) is also existent here in that haulers are engaged in a meaning- making process through the consumption of material goods and production of their videos. 22PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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