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is present within the hauling phenomenon on YouTube. Each interview participant used the term community or family when talking about their experiences with hauling. Additionally, verbal statements made in the select haul videos and comments under analysis reinforce the notion of community being present. For example, Jess notes that participating in YouTube lets her discuss her interests in fashion and beauty with similar individuals. “I think having a YouTube family lets you share your main interests as a girl...And I think having a YouTube family really helps me to talk about what I like because outside of my YouTube world, my friends aren’t as girly as me.” Similarly, EGheartsSSC views YouTube as a virtual community. “It’s just a good positive community I guess. I mean not all of it is positive. But I think most gurus are like girls that younger girls can look up to.” Certainly, these quotes highlight the notion of community as it may exist on YouTube. But what does community really mean or look like in this virtual space? Investigating that will be the focus of much of this chapter. As previously mentioned, communities often are different from the larger society or entity to which they belong. Lange (2007b) provides insight about video consumption on YouTube, which helps to illustrate the idea that haulers generally produce their videos for an intended audience with mutual interests. “Not all videos target general consumption. Some reaffirm pre-existing social networks by including material intended to appeal to shared affinities between the senders and certain receivers” (n.p.). I believe that haulers primarily produce their videos for a particular audience (i.e. their community), which is separate from the larger YouTube sphere. Haulers on YouTube engage in this virtual world in part because of the social and informational gratification they receive. There is evidence that haulers share a common interest in fashion and beauty, which arguably makes them “distinct” from the “larger society” (YouTube) in which they operate. For example, there are many genres of videos that exist on 60PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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