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PRODUCTION AND CONSUMPTION There is something a bit addicting, inspiring and intriguing about producing and consuming haul videos on YouTube. This chapter is devoted to explaining how the moments of production and consumption exist in the hauling environment. It is broken into three sections that address moments of consumption, production and elements of their interrelatedness, each of which contains a discussion of the sub-themes that emerged throughout constant comparison analyses. To begin, it is worth including each interviewee’s story about how they first became involved in producing videos on YouTube. Jess explains that she first began posting videos in January 2010, and was prompted to do so in part because of the nice people she met through the site. “I was just bored and I don’t really watch much TV and I just stayed on YouTube...I just found some really really nice people on YouTube and then I just decided to do some videos with some friends and that’s how it all started.” Both Euchante and EGheartsSSC were inspired to participate in this trend after watching videos posted by other vloggers. [Emily]: What prompted you to join the fashion and beauty community on YouTube and start posting the videos? [Euchante]: Well actually I was just playing on the internet one day and I was downstairs, my dad was working, I was sitting there and I honestly forgot how I came across beauty videos...but I researched for a review or a tutorial or something, and all of these videos came up right away. And I was sitting there watching these all day. And my dad was like what are you watching over there? I showed him and he was like ‘you know what? You’d be great at that, you should do it.’ So the next day, I pulled out my camera and I filmed a tutorial. And then that weekend, I went to MAC, which is you know a nice cosmetics store. I bought my first MAC pieces and then I did a haul video on that. So that’s pretty much how it started. In the same way, EGheartsSSC explains that she first became interested in producing videos after watching a review video from celebrity vlogger AllThatGlitters21 (juicystar07’s older sister). 82PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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