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on the participant) in addition to certain jargon that is used. The fact that EGheartsSSC spent minimal time explaining the background of the Julie G. nail polish is indicative of culture at work. One could even view the world of hauling as a sub-culture in the larger world of YouTube. Williams (1976) defines sub-culture as “...the culture of a distinguishable smaller group...” (p. 82). In their study of the American Girl doll, Acosta-Alzuru & Kreshel (2002) discuss the ways in which meaning can be transferred or shared.” These authors wanted to understand how meaning was created and exchanged through the consumption of the AG dolls (and other AG branded products). My goal is to understand how meaning is created and exchanged through the participation with and consumption of haul videos. The example from EGheartsSSC helps to illustrate that a shared sense of understanding and meaning exists within this community. She did not spend time explaining who Julie G. is or elaborate on her importance in the YouTube world. It appears that she assumed her viewers knew what she meant. Here is an example of “cultural social norms and shared meanings” (Acosta-Alzuru & Kreshel, 2002, p. 143) in action. In my analysis of Euchante’s haul video, I came across numerous “justificatory statements” as well. When talking about her sweat pant purchase from Abercrombie & Fitch, she notes that she bought two pairs because they were on sale for $30 each, instead of the regular $50. In fact, Euchante explains that she loves them so much she hopes they go on sale even more so she can buy them in more colors. She also rationalizes her purchase of a pair of leopard print wedges from the store White House Black Market. I went in there like a couple months ago and I saw these shoes. And I have never seen shoes like this. Like I had to have these. I’m not a big shoe person, I’m all about the bags. But these shoes...ohhh my gosh, look at that. They’re leopard wedges and then they have a little ankle strap. Okay so these were $98, and then I went in like whatever, whenever I bought these. This was like a month ago. Um I went in there and I saw that they were on sale and had two pairs left and one in my size. I wear an 8.5 and if you wear an 8.5 you 101PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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