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hauler is taking the preferred reading from this stylist (i.e. to wear this color) as well as engaging in consumption to enhance her appearance. Additionally, after showing this sweater in her video, she receives positive feedback from numerous viewers who arguably are taking the preferred reading as well—redheads look good in cobalt blue. Below are several comments to highlight this: “I love ur hair and makeup and ur earrings. And u def should get more of that blue, bcuz it srsly will make u look so pretty with ur hair color and stuff. I had a teacher last yr who has the same color hair as u, and she wore that color all the time and it looked AMAZING. (from iheartclouds). “we gingers always look great in bright blue :D” (from gingerkisses) “THAT COLOR LOOKS AMAZING ON YOU with your hair !! (:” (iluvtrends) “indeed this colour looks amazing on you!!!!<333” (from abbypants) The aforementioned comments are examples of positive reviews. The commenters are in favor of, or validating, the hauler’s appearance or fashion sense. The comments analyzed for this study did not yield any examples that could be considered a negative review. However, such a review may read something like: “The color of your sweater does not suit your eye color and I cannot believe you would buy something so ugly!” or “Your makeup looks absolutely horrible in this video. Did you not look in the mirror before you began filming?” Though these remarks are hypothetical, they do illustrate what a negative review might sound like. Moreover, the concept of a program in the realm of haul videos could take the form of the producer making a remark about her appearance, and then having commenters make positive or negative reviews about whatever she said. In her video, EGheartsSSC begins by referencing the Alice in Wonderland T-shirt she is wearing for “T-shirt Tuesday.” She does not spend time explaining what T-shirt Tuesday is, and 112PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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