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her to inspect, and at the same time, waving order sheets in front of her face. Unable to resist such pressure she signs innumerable cheques and buys millions and millions of dollars worth of clothes (pp. 123-124). Next, the story shifts to the beginning of the upcoming season. An entire week passes and the store receives no business. The millions of dollars the buyer spent on couture fashion have been wasted; she is told that she inaccurately read the taste of consumers and to send the clothing back (as cited in Braham (1997), adapted from Coleridge, 1988, p. 270). Though each story focuses on a different level of fashion—jeans that once began as the basic work wear and exclusive dresses sold by major designers—both illustrate the fact that fashion is a volatile business. Moreover, the stories highlight the idea that the producer intended one meaning (i.e. the preferred reading) but the consumer interpreted another (i.e. negotiated or oppositional). Preferred, negotiated, and oppositional readings come from Stuart Hall (1980) and his encoding/decoding model. Briefly, a preferred reading occurs when a consumer takes a message from a producer and reads or interprets it exactly as the creator intended. A negotiated reading occurs when a consumer internalizes or accepts part of a message, but not all of it (i.e. their own philosophies may interfere with the intended meaning). Thirdly, an oppositional reading takes place when a consumer refutes or rejects the proposed meaning. While Hall’s (1980) model is commonly utilized in the realm of communication (i.e. messages transmitted via television, newspaper, or magazine), it is also applicable to the world of fashion. Fashion designers put forth a certain message or ideology through their brand (consider the Express example), which is then received by consumers. The question is how that message is received by the consumer. Do they internalize all of it and adopt the representation being put forth (i.e., a preferred reading)? Do they accept some of the message but represent the brand by putting a new spin on their garment 33PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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