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encoding/decoding model is woven throughout the chapter, as I highlight specific examples that illustrate the concepts of preferred, negotiated, and oppositional readings. Identity is an extremely important construct, and a logical one to devote a chapter to given that it is one of the moments in the circuit of culture. However, there are certainly aspects of identity that have not been discussed as they relate to the hauling phenomenon. Given the relative newness of the Internet and this web sensation and the multitude of data one could analyze, this chapter provides a stepping stone for future research in this area. Appearance, Self-Expression and Reviews As has been discussed in earlier chapters, hauling offers participants an outlet to virtually engage in and discuss appearance management behaviors. According to Kaiser (1990) appearance is, “The total, composite image created by the human body...a visual context that includes clothing as well as the body” (p. 4). Thus, a great deal of the content and discourse surrounding the haul phenomenon centers on appearance and appearance management (which can also constitute a form of self-expression). Moreover, haulers receive reviews (positive or negative remarks from viewers) regarding their appearance. The examination of such reviews is part of the focus of this section as well. Character Character can be understood as the collective traits that make an individual who they are in terms of how they are perceived by others and what personality elements make them unique. This can be elicited in the form of actions they may or may not take, as well as in decisions regarding their taste. Examples of character will be provided throughout this section. The main idea here is to realize that the hauler displays elements of their character through what they broadcast on YouTube as well as in what they do and do not participate in regarding comments posted to their channel (for example). Further, there is evidence that viewers of haul videos notice certain aspects of character coming through in what the hauler may say or do in their video. Lastly, there is evidence that facets of one’s character appear through their YouTube profile page (as will be illustrated by discussing Euchante’s channel). While this is not the major focus of this section, it is worth mentioning. Virtual and Non-Virtual Identities: Complexities and Confidence Gained This portion of the chapter explores the distinctions between virtual and non-virtual identity, and how such divisions impact the interviewees as they negotiate between the online and offline world. It explores some of the complexities that accompany participating in the vlogging environment on YouTube, including competitive consumption, creativity, and jealousy. Further, each interviewee disclosed that their participation in YouTube in general, but production of haul videos specifically, facilitated a gain in confidence when occupying their non-virtual spaces. The inquiry of such experiences is the focus of this section. 106PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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