EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH

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EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH ( exploring-haul-videos-on-youtube-collective-case-study-appro )

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opinion of the haulers interviewed), I believe that the competitive form of consumption it promotes is not. Chivers shares the same feelings in her belief that women have always felt a need to compete with one another and the desire to outdo their female counterparts in regard to appearance. She says that while this competitive behavior is not new, the routes to express it are (i.e. via hauling) (J. Chivers, personal communication, October 19, 2011). EGheartsSSC explains that she generally does not go out shopping with the intention of buying specific items for a haul. She notes that if she was going to produce a tutorial or review of some sort, she may be motivated to buy particular products. “But usually I’ll just go shopping and then whatever I get just ends up in the haul.” [Emily]: So how often would you say you post a haul? [EGheartsSSC]: Oh no, haha [laughs]. That’s actually another comment I sometimes get hate for. Because I actually have been posting a lot lately. Um, I don’t know...I post one...oh gosh. A lot. At least once a month, definitely once a month, at least. But sometimes it’ll be like twice a month probably. I don’t know I always have haul videos, but they’re pretty consistent. Jess says that because she is primarily posting haul videos for personal gratification, she will post once a month, generally. While some vloggers post lengthy videos that can drag on and be a bit too elaborate, Jess prefers to be more concise and to the point. “It’s quite off putting, you know when you see a video that has a 20 minute timeline, it really puts me off. So I would rather make short and simple videos; just get straight to the point.” She believes that all one really needs to share in their video is what colors a particular item might be, where it was purchased from, and the price if need be. In regard to video content, Euchante explains that she has learned to be a lot more cautious in terms of what personal information she discloses. When she first began vlogging, she made the mistake of sharing with viewers that she had relocated to a new city. Including this information allowed viewers to learn more about her personal information (i.e. by adding her to 96

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