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The above quote provides evidence that hauling is essentially a form of appearance management in that the presentation and discussion of one’s fashion or beauty purchases is an act “related to one’s personal appearance.” Moreover, a hauler will oftentimes spend time rationalizing her purchases, talking about how they plan to use what they bought, and what potential social consequences for wearing a given item might be. Therefore, I propose that the phenomenon of hauling can be considered a form of appearance management. Further, remarks made during haul videos as well as comments reinforce the idea that appearance management is taking place. Consider the following comments posted to Jess’s haul video: “eeek. thanks for this! Just wondering.. your crop top from H&M. what do you wear it with? (from laughoutloud3). To this comment, Jess provides the following response: “...well you can wear a vest top/spaghetti top under it, or wear it with high waist tight skirt or high waist jeans. depends on the colours you are wearing too. x” Similarly, many of the responses to Euchante’s information solicitation regarding a foundation recommendation illustrate the concept of appearance management at work: “Try Revlon colorstay. It’s super inexpensive, so you won’t even feel like you’ve wasted anything if it doesn’t work. But I love it; it’s one of the best. Great coverage and it does not break me out at all! :D” (from gymgyrl). “I am VERY breakout prone! LM Silk Cream broke me out bad! I LOVE Chanel Pro Lumier and also MUFE. Neither break me out. I prefer the Pro Lumiere in winter b/c it is more moisturizing and the MUFE for summer because it is more matte. Laura Mercier Moisturizing foundation and Oil Free TM are pretty good too, but love the Chanel and MUFE!” (from daydreamerlove22). In addition to comments posted to YouTube videos, many of the remarks made by vloggers during their haul videos can be considered a form of appearance management as well. In her haul, EGheartsSSC shows her new Wet’n’Wild blush in the color “mellow wine.” She 88PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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