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beauty products they choose to consume (as a result of watching haul videos). The notion of a hauler having the ability to influence or persuade a viewer to buy a certain product (i.e. internalize a given message by taking the preferred reading) relates to Hall’s encoding/decoding, which will be explored further in this chapter. Additionally, commenters reciprocate information exchange with the hauler by offering product or brand suggestions (by posting a comment in response to information solicitation on behalf of the vlogger), which again relates to Hall’s encoding/decoding. The following is a list of sub-themes I have discovered through my examination of each data source. I argue that some form of interaction is present in each sub-theme, and that each falls under the broader concept of community. I will first offer a description of each sub-theme and follow this with examples that illustrate interaction and reinforce the notion of community. Information Solicitation: This occurs when the hauler requests information from her viewers. For example, in her “Haul! Drugstore, Forever21, Lush” video, EGheartsSSC asked her viewers what the background behind the Madden Girl shoe brand is. She said, “Is Madden Girl associated with Steve Madden? I don’t know? It seems like it would be. Maybe it’s like the cheaper version of Steve Madden. I don’t know. Let me know you guys, if you know.” This illustrates the hauler’s asking for information from her viewers. Another example of this is provided in Euchante’s video, “Just A Little Haul: Makeup, A&F, SHOES!,” during which she asks her viewers to leave her information about what type of liquid foundation she should try. She explains that she has breakout prone skin, and is looking for a new foundation to try. Again, this highlights the hauler’s soliciting information from her viewers; and as will be discussed further in this chapter, Euchante’s information request generates a dialogue with her commenters, as they leave her responses about foundations she could try. Addressing Hateful Comments and Backlash for Hauling: It can be argued that haul videos promote materialistic habits and excessive consumption. This is not lost on those who view their videos. Therefore, haulers do not always receive positive feedback when they post a video showing items they bought (i.e. as some viewers may disagree with spending money on certain products or think that hauling is a waste of time). Additionally, viewers may make attacks on the hauler because of their appearance or something they said during one of their videos. Thus, vloggers have to be prepared for criticism and learn to deal with hateful behaviors that exist on YouTube. This section will provide examples of hate on YouTube and discuss how the three participants in this study cope with negative feedback. This sub-theme falls into the larger theme of community in 62PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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