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encountered a problem with my video connection and my interviewees were unable to see me. Nonetheless, I engaged in three video-chat interviews and was able to see each hauler for the entire exchange. Once interviews were complete, the video recordings were transcribed verbatim, with every word recorded, and transcripts created for each case. Haul Videos Drawing on the idea of “self as research instrument” (Rew et al., 1993), I served as the primary apparatus for data collection and chose the three videos to analyze after a detailed examination of at least five hauls posted to each participant’s channel. To make my selection, I watched hauls produced by each vlogger, looking for examples that fit with my theoretical purpose. To be specific, I was searching for videos that richly illustrated diverse moments in the circuit of culture (i.e. the articulation of identity, representation, consumption and production). Each video had to be at least seven minutes in length (they generally range from 6 to 20 minutes) and feature the hauler showcasing a variety of items (beauty, clothing, etc.). I was looking for videos in which the hauler provided a thorough description of what they purchased and a rationale. Further, I was eager to select videos that included the vlogger mentioning their use of other forms of social media, such as Twitter, as many vloggers use this social-networking site (SNS) to promote their YouTube videos. Table I: Videos Analyzed i Research Subject Video Title Length Views EGheartsSSC “Haul! Drugstore, Forever21, Lush” 9:48 26,175 Euchante “Just A Little Haul: Makeup, A&F, Shoes!” 7:44 34,698 Jess “April’s Chit Chat & Haul from H&M, Primark & new skin care products” 8:47 1,181 55PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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