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shall say, review his clothing” (in Roach-Higgins, 1995, p. 221). The following quotation may be useful when considering remarks made by the hauler (about their appearance) and comments posted by viewers (about the hauler’s appearance). When programs and reviews tend to coincide, the self of the one who appears (the one whose clothing has elicited such responses) is validated or established; when such responses tend toward disparity, the self of the one who appears is challenged, and conduct may be expected to move in the direction of some redefinition of the challenged self. Challenges and validations of the self, therefore, may be regarded as aroused by personal appearance (Stone, 1962, pp. 221-222, in Roach-Higgins, 1995). In other words, when commenters provide a hauler with positive feedback about her appearance, it is possible that the producer feels reassured or confident about the self. The opposite may be true if they receive negative feedback about their appearance (or choices in fashion purchases, for instance). As cited in Kaiser (1990), appearance and dress are closely related to “wearable art,” which is defined by Stabb (1985) as: Use of clothing as a medium for artistic communication, to reflect the uniqueness and personal creativity of the artist and designer; a strong movement in the United States growing out of the attitude of the 1960s that rejected anonymous mass production (p. 4). In her haul video, EGheartsSSC displays a cobalt blue sweater she purchased from Forever 21. She says that she was watching “What not to Wear,” (a popular television show focused on helping the non-fashionable dress fashionably), and one of the lead stylists noted that redheads should wear cobalt blue because it complements their attributes. Therefore, EGheartsSSC was inspired to buy an article of clothing in this particular color. This illustrates two things: the 111PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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