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The face of Shawn Fanning, co-creator of Napster, came to be associated with the company in both positive and negative ways. While heralded for his technological brilliance, he was also viewed in a criminal light given that the company was the first to underwrite copyright music. To reconstruct its identity, Napster restructured and began charging for music. Originally known for its “anti-corporate identity,” that helped to activate its user-base, the company changed its way of doing business, which contributed to the company’s rejection from many users who felt let down (pp. 616-617). Thus, identity exists in many forms. It can be thought of in the human sense—meaning, what makes us who we are? Our character, such as our ethical, moral, or behavioral patterns certainly pertains, as do our tastes in fashion, music, food, religion, and other cultural influences. As has been previously mentioned, our identities are constantly in flux. Who we are at age 25, is certainly not who we are at age 15. Moreover, as demonstrated by the example of Napster, identity can also be understood from a corporate or business standpoint. Production Production refers to attempting to create a given object or idea a meaning, which will ultimately be consumed by some entity. A product, such as the iPad, or a cashmere sweater, may be produced for the masses, but at the same time, be marketed toward a niche consumer group. When exploring the moment of production in the realm of haul videos, one could argue that it is explained in several ways. First, the artifact, such as a necklace from the trendy clothing store Forever 21 is produced at the corporate level. It can be argued that items, such as a T-shirt or accessory created at this level, have an intended meaning—the producer is sending a particular message to the consumer, hoping that they embrace the preferred meaning. 29PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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