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means using language to say something meaningful about, or to represent, the world meaningfully, to other people (p. 15). Representation is the production of the meaning of concepts in our minds through language. It is the link between concepts and language which enables us to refer to either ‘the real’ world of objects, people or events, or indeed to imaginary worlds of fictional objects, people and events (Hall, 1997, p. 17). In brief, the visual signs and language that exist in any culture aid in creating representations. For example, Taylor et al. (2002) explored the concept of representation by applying it to their study of the virtual music-sharing site Napster, a site designed to facilitate “swapping” music files (as cited in Taylor et al., 2002). “Media coverage employed this term [swapping] to capture the free and direct exchange of files between users. In doing so, commentators invoked a residual image of public, face-to-face interaction (e.g., the “swap meet”) to assimilate the phenomenon of cyberculture” (p. 613). They highlight a handful of ways in which the phenomenon of Napster established its meaning by applying du Gay et al.’s (1997) approach to understanding representation. For one, several elements of Napster were associated with the more free-spirited, postmodern, college-age users of the site. “...Napster differed fundamentally from traditional music systems (e.g. broadcast radio) and commodity forms (e.g., the CD). Napster’s peer-to-peer exchange format violated the music industry’s traditional model of centralized distribution” (p. 613). Connotations including “...aggression, informality, leisure, energy, and rebellion against established forms of authority” came to be associated with Napster (Taylor et al., 2002, p. 613)—which also contributed to its connection to a younger audience of users. Thus, the manner in which Napster was represented influenced its meaning as it generated a reputation characterized by hostile, aggressive or rebellious undertones. 24PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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