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[Emily]: What prompted you to join the fashion and beauty community on YouTube? [EGheartsSSC]: ...I was working actually, and I was looking up a review of the Clinique Super Fit foundation...and I just Google searched like Clinique Super Fit foundation and then Elle (AllThatGlitters) her video came up and so I saw her video and I was like oh my gosh this is like so cool you know because it’s not just like a written review because you can actually see the person you know, who’s talking about it. So I thought that was really cool and I just started watching her. And I also found Lollipop26, which is just like this really cool British guru I guess. The above excerpts illustrate the interrelatedness of production and consumption. First, Euchante and EGheartsSSC were both searching for reviews of cosmetics (likely because they were interested in purchasing them), and after consuming such videos, both were inspired to engage in the same practice and become producers themselves. As mentioned by Euchante, after watching beauty videos, she purchased MAC products so she could be the producer of her own video. EGheartsSSC explains that after seeing other vloggers’ hauls, she wanted to make them too. “...I don’t wanna say I was copying people necessarily, but I saw other people doing it so I also wanted to do it.” The concepts and connectedness of production and consumption will be examined in greater detail throughout this chapter. On a personal level, I can attest to the fact that after watching several haul videos I was immediately fascinated and felt a sense of relatedness to haulers. For one, I admittedly spend too much money and time shopping. I love to buy clothing, accessories and beauty products. When I stumbled across haul videos I immediately thought “Wow, I can’t believe there are girls who post videos about MAC makeup, and they’re just as obsessed with it as I am.” I was dumbfounded (but also excited) that other women (in my age group) are as interested in fashion, beauty and current trends, as I am. Thinking back, I probably spent at least two hours watching haul videos after seeing my first one. As noted, they are somewhat inspiring and addicting. In the same regard, Euchante describes that after coming across these videos she watched them all day. Given that there are hundreds of thousands of haul 83PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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