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To summarize, production exists in numerous forms. It exists in the fashion world through the production of clothing, such as offensive T-shirts created by JC Penney and Forever 21. It is present in the virtual domain where vloggers engage in producing haul videos. It is also alive in the advertising and marketing arenas, as illustrated in the example of the Black commercial. In many cases, the act of production includes the promotion of one or more messages that push a certain ideology on consumers. Fortunately, as is evidenced by the backlash JC Penney and Forever 21 received for their sexist clothing, some forms of production are not well-received by all consumers. When a T-shirt (i.e. one from Forever 21) is produced with an intended meaning, there is no guarantee that it will be received (consumed) as predicted by the creator. As is illustrated by Hall’s (1980) encoding/decoding model, production does not secure meaning at the point of reception; the ideology of a consumer undoubtedly comes into play when a message is decoded. Consumption Consumption refers to the act of acquiring, understanding or using a given object, material, idea, or tangible product. An individual can be a consumer in that they purchase fashion and beauty products, as in the case of the hauling (purchasing). At the same time, an individual also can be a consumer of haul videos by sitting in front of a computer screen and absorbing the video content. A person can consume music through the radio or an iPod, knowledge from written sources such as books or magazines, and messages from the mass media by watching television. In a sense, a college student can be considered a consumer, because when they attend a lecture, they are essentially interpreting (if they choose to pay attention) the information transmitted from their instructor. According to Mackay (1997) “...consumption is the articulation of a sense of identity.” He states: 36PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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