EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH

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know that’s like the first size to go. So it was meant to be. So these were originally $100, I bought them for $50, and I love them, and they’re so comfortable and I love them! The above statement from Euchante’s video illustrates the vlogger engaging in consumption and the act of justifying her purchases. The shoes were half price, which is why she “had” to buy them. In addition to her wedges, Euchante also displays two pairs of patent leather pumps she bought for half price at Marshall’s. Here is another section from her video that highlights a vlogger justifying her purchase: So a couple months ago I went into Marshall’s and saw these [animatedly shows her nude pumps]. These nice little ones right here, and they weren’t on sale or anything. I think they were $49.99. and I went in again, a couple months later, and they were on sale for $19, originally $100. Guess shoes are all like $100 or $98, right...I don’t know whatever. They have like a standard. They were an amazing deal. But they also had black ones [excitedly pulls up the black ones to show]. I couldn’t just get one. that’s like such a good deal, are you serious. I like them. They make me happy. As previously mentioned, both Dr. Leslie Benson and Jill Chivers have major criticisms of the hauling phenomenon. Undoubtedly, the above examples would be met with disapproval from these two women. In one haul video alone, Euchante shares three pairs of shoes (two of which are the same style in different colors), which total roughly $100 for all three. According to Chivers, girls are instilled with a “feeling of want” at a very young age. She says that staying up to date with fashion is incredibly difficult given how fast it changes. “On a psychological level that is really dangerous. To have this feeling that you’re never on top of it, you’re never on trend. You’ve never really got it together. And you have to keep out there hunting and chasing. That’s dangerous on many levels” (J. Chivers, personal communication, October 19, 2011). Similarly, Benson believes that hauling emphasizes consumption and diminishes the amount of time young girls and women could be spending on more meaningful pursuits (A.L. Benson, personal communication, September 30, 2011). While I believe there are some beneficial aspects to participating in hauling, I agree with Benson and Chivers in that the 102

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