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watching hauls to see what other people are buying and know the current trends. Here again is the idea of community being present, in that information exchange and reciprocation is taking place. In addition to community being present, so too is the notion of producing the self. “An ideology of personalization pervades fashion media sources, in which one detects a breakdown of conventional rules and a promotion of do-it-yourself style” (Kaiser et al., 1991, p. 173). I propose that the aforementioned quote is applicable to the hauling trend. Not only are haulers engaging in producing a version of the self they want to share with others, they are offering a more personalized form of fashion and beauty advice to their viewers. This provides viewers with an alternate source for such information (as opposed to the traditional fashion magazine, for example). How the messages from the haulers are received by viewers brings into play Hall’s (1980) encoding/decoding model, in that what a hauler might claim is fashionable or trendy, could be met with opposition from a viewer. The theme of appearance management is closely related to the haul video phenomenon and has emerged through the process of constant comparison. In a sense, haulers engage in producing the self through consumption of material items (which as evidenced in the above excerpts, they find enjoyable). According to Kaiser (1990), appearance management: “Encompasses all attention, decisions and acts related to one’s personal appearance (that is, the process of thinking about and actually carrying out activities pertaining to the way one looks). Appearance management encompasses what we do to and for our bodies visually, as well as how we plan and organize these actions (for example, making decisions about attire to buy and wear and assessing the personal and social implications of such decisions) (p. 5). 87PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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