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interrelatedness of consumption, production and identity. I believe it also shows some of her character, in that she is concerned about her reputation as a hauler and does not want to be known as someone who only buys expensive products. Sometimes I feel bad though because I feel guilty showing things that I think maybe other people might feel bad about because they can’t afford to buy all this stuff. Like that’s kind of conflicting with me sometimes because I don’t want to make anybody feel bad you know about themselves. So I sometimes I have issues with that. And so when you actually asked me about if I ever go out intentionally to buy things [trails off]... Sometimes I will intentionally um buy like cheaper drugstore products to show that you don’t need to spend hundreds and hundreds of dollars on things. While analyzing haul videos, I noticed that oftentimes, haulers will make what I refer to as “justificatory statements” regarding their purchases (meaning, the hauler rationalizes or vindicates their purchase(s)). The excerpt from EGheartsSSC about her rationale for purchasing drugstore products also exemplifies the notion of a vlogger defending or justifying her consumptive practices. In her haul, EGheartsSSC shows a bottle of Jesse’s Girl nail polish in the color “Julie G.” She explains that she bought this particular color to support the YouTube beauty community (which judging by her statements it appears that Julie G is a YouTube guru who has gained fame through the site and now has her own nail polish color with the brand Jesse’s Girl). Thus, because she is a hauler and part of this community, why wouldn’t she purchase Julie G.’s polish to support her? Whether she needed the polish or not, she is justified in buying it given that she is promoting a fellow vlogger. What is also interesting about this segment of the video is that EGheartsSSC spends very little time talking about Julie G, implying that the majority of her viewers would know what she is referring to. Here again is another example of the overarching theme of community. Another way to view the hauling environment on YouTube is to consider it a culture in itself. There are certain norms and regulatory practices in place that are seen as positive or negative (depending 100PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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