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and raise a family off of you know.” Euchante has similar feelings when it comes to posting sponsored videos. She says she doesn’t work with companies very often, and when she does, she discloses this verbally to her viewers because she wants them to know she is honest. “...if a company that I really feel my subscribers could benefit from I would absolutely do a haul from their store. But I just really haven’t had that company contact me...It’s just that for right now no one has sparked my fancy and I don’t feel like I have to do a haul video from that company or anything.” This research indicates that producing the self in a virtual manner can take many forms and span numerous fronts. For instance, producing videos on YouTube encompasses making decisions about how often and what to post as well as how much information one should share. Creating videos also requires the hauler to consider the implications of their work, and how it may be received by viewers. While hauling may be a venture that can cause stress for the hauler due to hateful feedback, the interviewees appear to have a positive attitude about the phenomenon and enthusiasm to continue with their participation. As has been mentioned, production of haul videos could not take place without the act of consumption. Thus, to reiterate, this sheds light on the articulation, or interrelatedness, of these two moments on the circuit. According to Mackay (1997), the moment of identity is also at work when participating in consumption and production. “In postmodern accounts, cultural consumption is seen as being the very material act of which we construct our identities: we become what we consume” (p. 2). This quote highlights several important facets of the concept of consumption, one being that identity (and arguably character) is closely intertwined. When talking with EGheartsSSC about what motivates her purchases, she said that sometimes she will shop at a drugstore and purchase cheaper cosmetics. The excerpt below exemplifies the 99PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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