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IDENTITY An identity is the organized set of characteristics an individual perceives as representing or defining the self in a given social situation...Identity can also pertain to qualities that people perceive the self to have in a context. For example, one might feel creative or original at a Halloween party or fashion-conscious when interacting (and comparing oneself) with friends who do not emphasize fashion. Kaiser, 1990, p. 186 The goal of this chapter is to illustrate how the concept of identity is present in the multi- faceted environment of hauling on YouTube. As has been previously discussed, identity is not stagnant. It is ever-changing and frequently context dependent. When haulers engage in their YouTube world, it is possible they stimulate the part of their sense of identity that resonates more with people who share their same interests in beauty and fashion. As explained by Kaiser (1990), one’s identity can shift or be muted depending on the social setting one might be in. As has been described throughout this study, the fashion and beauty environment on YouTube boasts a thriving community, one that allows its participants to talk about and display different forms of appearance, self-expression, and other aspects of the self. This chapter is divided into three sections that discuss the emergent sub-themes from the constant comparison of interview transcripts, videos and comments. The presence of appearance and self-expression as it exists within this phenomenon is described and illustrated with examples. This is enhanced by a discussion of Stone’s (1962) “programs and reviews” notion and how this is taking place on YouTube. This chapter also offers perspectives concerning the dichotomy of the virtual and non-virtual self and how participating in YouTube has facilitated a reported gain in confidence for each hauler. The notion of character and how that appears via YouTube is examined. Additionally, Hall’s (1980) 105PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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