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Appearance, Self-Expression and Reviews Appearance has a major impact on one’s identity because appearance is malleable—if one wants a different hair color or style, she can go to a hair salon and walk out with a new look. If one wants to dress like a punk rocker, she can go to the store and purchase the appropriate clothing to fit this type of style. One can go even further, and adorn her body with permanent decoration by getting tattoos. Thus, when a person wants to project a particular image, they are likely to engage in appearance modification behaviors. Appearance is defined as: “The total, composite image created by the human body and any modifications, embellishments, or coverings of the body that are visually perceived; a visual context that includes clothing as well as the body” (Kaiser, 1990, p. 4). As discussed in the production and consumption chapter, appearance management is one of the emergent themes that exists in the hauling phenomenon. While haul videos do not necessarily showcase the hauler actually engaging in the act of appearance modification, they certainly contain numerous elements that relate to the concept of appearance. Therefore, appearance and self-expression has emerged as a sub-theme, underneath the broader construct of identity. The discussion of key moments that illustrate this sub-theme will be the focus of this section. After talking in-depth with three interviewees about their experiences as a hauler, it is apparent that the notion of appearance and self-expression play a role in their motivation for producing haul videos. For example, if a hauler were unconcerned with her appearance, it is likely she would not spend money buying trendy clothing or makeup. Jess indicates that her incentive for watching and producing haul videos stems from her interest in learning of and sharing the latest trends in fashion. She states: I like to share the latest trends, see how people wear their clothes, accessorize, and express themselves; looking for bargains and just seeing what’s available out there. [She 107PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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