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“i love how you wait for sales =) i hate when i buy something normal price then like 2 weeks later they are on sale..- lucky u go into stores the right times...you were soooo sounded like a shoe person by 6:50 ----totally.” (from windycitychic). “the lipsticks all look the same lol i was wondering how many of these gurus donate to a charity...it would be nice for a change to hear something good ur doing.” (from libby29). “A little shopping is a MAJOR UNDERSTATEMENT!” (from PopPrincess87) Such comments are often in reference to the item, quantity, or cost of what the hauler shared. However, as illustrated by windycitychic, sometimes the fact that the hauler bought sale items is positively regarded. The examination of the haul video phenomenon illustrates the interrelatedness of production and consumption, and the fact that identity can be articulated through participation in both activities. I believe that the complex activities (i.e. production, consumption, representation and identity) taking place in the hauling phenomenon on YouTube (the fashion and beauty community specifically) are facilitating of a collective sphere of meaning exchange, an idea put forth by Acosta-Alzuru and Kreshel (2002). By engaging in this virtual community, participants can produce and consume videos (which bring in the notion of representation), while exploring or constructing certain aspects of their identity. Further, certain regulatory practices are also in place within this environment. Informal regulation takes the form of virtual etiquette or hauler protocol, while formal regulation is seen through the rules that the FTC enforced with regard to sponsored videos. Thus, when examining haul videos with the circuit of culture as a theoretical framework, it becomes apparent that all five moments are simultaneously at work, arguably facilitating meaning-making among haulers and viewers. 104PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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