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du Gay et al.’s (1997) study of the Sony Walkman for which they utilized the circuit of culture model. In referencing their study, Thompson (1997) offers the following statement to illustrate how regulation is intertwined with the other moments of the circuit: “A cultural artifact like the Walkman has an impact upon the regulation of social life through the ways in which it is represented, the identities associated with it, and the articulation of its production and consumption” (p. 2). When thinking about regulation as it exists in the virtual realm, a helpful way to consider this would be to look at the Federal Trade Commission (FTC) and its institution of rules that haulers must follow when posting their videos. For example, they have to disclose whether or not they were compensated for any of the products they showed (i.e. if the video was sponsored). Further, regulation can be both formal and informal. It can be formal, as illustrated by the FTC example. An informal case is the enactment of social normal on social networking sites such as Facebook or YouTube. Arguably, users eventually learn what is considered appropriate and inappropriate behavior, which is in a sense a form of regulation. Another instance is the hating that takes place on YouTube. When haulers regulate their comments (i.e. by having negative or crude remarks automatically removed) this is a form of regulation at the micro-level. This will be explored more in depth later in the study. Summary The circuit of culture can be used as a model to help one understand how meaning is negotiated in human experience. Given that my aim is to learn what the phenomenon of hauling is about and what it means to those who participate, the circuit of culture provides a practical framework, as meaning can be cultivated at any given moment. “The circuit emphasizes the relationship between culture and meaning” (Acosta-Alzuru & Kreshel, 2002, p. 142). 43PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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