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When Jess mentions that she doesn’t know if wearing a black dress to a wedding would be appropriate, she is “assessing the personal and social implications” of her appearance (Kaiser, 1990, p. 5). Thus, there is evidence that hauling on YouTube can be considered a virtual display of appearance management, which could translate into offline appearance management as consumers of the videos may be prompted to go shopping to purchase items they liked as seen in a haul. Moreover, each interviewee described hauling as a fun or enjoyable hobby. Presumably, other vloggers participate in this phenomenon for similar reasons. According to Kaiser et al. (1991), “Appearance management is an active process of identity expression, bringing to the surface and embodying meanings that are not easily conveyed in words” (p. 171). In the realm of haul videos, appearance management is often conveyed in the form of words considering that haulers are talking to their viewers about fashion and beauty purchases. At the same time, haulers are engaging in identity expression by sharing with viewers how they might take a particular garment and wear it in a way that was not originally intended by the manufacturer. This could potentially take the form of an oppositional or negotiated meaning as proposed by Hall (1980). I believe there are two forms of production taking place within the phenomenon of hauling: not only is the hauler engaging in producing the self they want others to view, they are also producing a video that may impact the production of self in those who consume the video. As cited in Kaiser et al. (1991), “It is no longer a question of ‘being’ oneself but of ‘producing’ oneself” (Baudrillard, 1975, p. 19). Vlogging on YouTube as an Avenue: Sharing, Teaching, Influencing, Inspiring Throughout the analyses of interview transcripts, videos and comments, it became apparent that haulers produce videos in part because doing so allows them to share, teach, 90PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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