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“Processes of production are themselves cultural phenomena in that they are assemblages of meaningful practices that construct certain ways for people to conceive of and conduct themselves in an organizational context” (du Gay, 1997, p. 7). This quote reinforces my stance that haul videos are in essence a form of production as well as cultural phenomena that showcase haulers engaging in meaningful practices that may assist or impact viewers when engaging in identity construction and consumption. This is illustrated by the presentation of a vlogger’s material purchases and the responses generated (i.e. comments) from this display. Further, the excerpt from Euchante showcases the complexities involved in producing haul videos. Euchante talks about how she tries to be helpful and entertaining in the production of her video, and in this process she is filtering messages she has received while advising her viewers. As a hauler, she takes in messages (i.e. from retailers or media sources) and is tabulating the messages she receives along the way. She then sends a message back to her viewers (producing). Again, this can be related to Hall’s (1980), preferred, negotiated, or oppositional meanings. She is also dealing with identity issues, both hers and those she imagines of her audience members. The Acts of Consuming and Producing While discussing the important patterns and meanings that have emerged throughout the constant comparison process, it is also worthwhile to talk about the actual consumption and production procedures that haulers engage in. For instance, interviewees disclosed when and why they partake in consumption as it relates to the haul video production practice (i.e. without shopping, they would have nothing to feature in their videos). Each interviewee was asked questions regarding how often they post haul videos and to discuss what factors motivate their production. [Emily]: How often would you say you post videos? 94PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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