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explains the process of consumption through their case study of the Sony Walkman. When it was first released for consumer use, it was regarded simply “...as a device for individual listening” (p. 59). It developed its identity through the processes of production and consumption. “Consumer processes were crucial to the introduction, modification and subsequent redevelopment and marketing of this product” (du Gay et al., 1997, p. 59). “In postmodern accounts, cultural consumption is seen as being the very material act of which we construct our identities: we become what we consume” (Mackay, 1997, p. 2). Dittmar (2004) examined the links between identity and material goods, and the prospective negative consequences that can occur from engaging in a materialistic lifestyle that promotes excessive consumption (p. 206). “But as signs of social identity, material goods signify group affiliations and social standing, including sex-role identification, socioeconomic status or belonging to a subculture” (Dittmar, 2004, p. 206). The possessions symbolize their life experiences and relationships, and thus the historical continuity of self. Yet there seems to be a ‘dark side’ of aspiring to material goods, where materialistic values can be harmful to an individual’s well-being (Dittmar, 2004, p. 208). The above quotation is applicable to the phenomenon of hauling. Considering the producers of haul videos (at least a large number of them) engage in excessive consumption of fashion and beauty items, it appears they place a high value on material goods. Many haulers purchase mass amounts of cosmetics, jewelry, handbags, clothing and footwear to showcase in their videos. While consuming fashion and beauty items can be enjoyable and potentially boost one’s self esteem, doing so in excess can lead to emotional, relational and financial setbacks. “...when materialistic values are important or central – to a person, they lead to a strong commitment to identity construction through material goods” (Dittmar, 2004, p. 208). Further, to 38PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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