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stay current in the hauling community on YouTube, a hauler must consistently engage in consumptive practices if they want their videos to generate views and maintain popularity among their fellow vloggers. One could argue that hauling on YouTube fosters somewhat of a competitive environment—if you don’t shop, your viewership drops. Therefore, hauling essentially requires the vlogger to keep spending, regardless of their material needs and financial well-being. Dittmar (2004) explained that materialistic values are characterized by three main beliefs: “...material goods are: a central life goal; the main route to identity, success and happiness; and the yardstick for evaluating self and others” (p. 208). When one examines the amount of time and effort many of the haulers devote not only to their shopping expeditions, but also to creating and posting the videos, it becomes apparent that many of them hold materialistic values that could be damaging to their identity construction. Consuming items to produce haul videos takes time away from enjoying nature, socializing with friends and family, and growing intellectually and academically. Moreover, hauling can be a drain to the hauler (or their family’s) bank account. While there may be some positive aspects to the hauling phenomenon, it is worth noting that this trend is popular among adolescents and young women who could develop addictive shopping tendencies that could carry over into their adult life. Hauling on YouTube does facilitate virtual bonding and a sense of community, however, it may also encourage young women to evaluate themselves and others based on what they have and how much they can buy. Encoding and Decoding Scholars have explained consumption as an often complex process. But what exactly might that process look like? As was previously mentioned, Stuart Hall (1980) attempted to represent the process of consumption with his metaphor for this experience he called 39PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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