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videos on YouTube. “Natural settings are the customary arenas of activity for those being studied (e.g. shopping malls for teens engaged in “hanging out”)” (Lindlof & Taylor, 2002, p. 15). In the past the natural setting may have been associated with reality and considered more real and authentic, while the online setting was viewed as unreal and less authentic. Increasingly, however, online environments are being recognized as naturalistic settings capable of great meaning production. Case Studies According to Wimmer and Dominick (2006), “Case studies are conducted when a researcher needs to understand or explain a phenomenon” (pp. 136-137). In their definition, they explain that “a case study uses as many data sources as possible to systematically investigate individuals, groups, organizations, or events” (p. 137). Thus, interviews, videos and comments posted to them were used as data sources for examination. Given the newness of hauling on YouTube, the case study approach offers numerous advantages for introducing the scholarly examination of this phenomenon. “The case study method is most valuable when the researcher wants to obtain a wealth of information about the research topic. Case studies provide tremendous detail” (Wimmer & Dominick, 2006, p. 137). Stake (2005) suggests that a case study is both a technique of inquiry about a particular case and the result of that inquiry (p. 444). He also explains that there are three types of case studies, which he refers to as intrinsic, instrumental, and collective or multiple. An intrinsic case study is conducted if the researcher’s goal is to learn as much as possible about one particular case, not to understand a general trend or to create theory. Stake (2005) indicates that this type of case study is undertaken because of interest in a particular “child, clinic, conference, or curriculum” (p. 445). An instrumental case study, on the other hand, seeks to “redraw a 46PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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