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Consumers of haul videos and creators of haul videos are receiving messages from the producers (corporate level), and arguably engaged in decoding what such messages mean. Again, the notion of articulation comes into play in that hauling can be viewed as an integrated process. Figure 1. Circuit of Culture (du Gay et al., 1997). The following sections will describe the moments of representation, identity, production, and consumption. Additionally, Stuart Hall’s encoding/decoding model was utilized to further understand the phenomenon of hauling. Although the notion of regulation is an important moment that comprises the circuit, it will not be discussed at length in this paper. Representation du Gay (1997) suggests that representation is known as “...the practice of constructing meaning through the use of signs and language” (p. 24). Hall (1997) notes that “Representation 23PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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