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friendship links, participants often post comments to increase their social visibility and connection to a video maker (Lange, 2007b, n.p.). The above comments help to exemplify virtual interaction taking place. And as noted by Lange (2007b), it is possible that commenters are posting in hopes to increase their social status on YouTube and to establish closer ties with the video producer. EGheartsSSC believes that the fashion and beauty discussions on YouTube offer a “...good positive community.” “I just think it’s a good outlet for girls. I mean not all of it is positive. But I think most gurus are like girls that younger girls can look up to. So I really like that aspect.” The following comments reinforce the idea of gurus serving as positive role models: Euchante, you’re my absolute favorite guru on youtube! you’re funny, you have a great sense of style and you’re very down to earth. i just wanted to let you know that i think you’re a fantastic role model, and i’m so happy every time you have a new video :) xoxo, zoë (from trinaforlife in response to EGheartsSSC). I love you! You are so not like dumb blonde like all the other gurus on utube! U r just so down to earth and confident and are a big role model for me! Keep working hard! (from Lively34 in response to EGheartsSSC). Just as haulers feel a sense of community; my research indicates that commenters also feel kinship as they participate in this phenomenon. “...I love watching your videos because i feel like we’re really chattginnngngngng!!!” said joseline5334 in response to Jess’s April haul video. To that same video, oMsALE9 commented: “...I miss you!!! :[ I love your eye makeup look here! <3” to which Jess responded: “hahaha my make up was actually from a photoshoot I had!! Thank you!!! I miss you too!! Hope we catch up soon girl! x.” While it is unknown how close of a friendship Jess has with this particular viewer, the dialogue is indicative of the fact that interaction is taking place virtually (and possibly non-virtually) and that bonding has occurred. Consider the following exchange between Jess and her viewer: “I am really into taking multi-vitamins and I take the H&B’s hair, skin and nails tablets. I will have to look into the Acai Berries next time im there. Loved your haul. x (from missSueSue) 77PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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