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or she occupies. Haulers on YouTube are a perfect example. Consider the following remarks from Euchante: I definitely have to be more cautious about what I’m doing. You know I’m just more cautious...I don’t want to be seen doing anything bad. I don’t know...I just, I try to maintain a good image now...I never would have expected it to have this much of an impact on my personal life outside of YouTube. It’s definitely not something that when you turn off your computer it goes away. It definitely stays with you. This excerpt illustrates the fact that because of her presence on YouTube, Euchante is conscious of her reputation in the offline world. As noted, she does not want to be seen doing anything offline that could negatively impact her reputation online. The following story overlaps with themes of production and consumption and is included in that chapter as well. However, it brings forth the concept of character, in that EGheartsSSC does not want to have the reputation of being a lavish hauler who only buys the most expensive beauty products. Therefore, she explains she will shop at drugstores and post hauls that may appeal to a wider audience: Sometimes I feel bad though because I feel guilty showing things that I think maybe other people might feel bad about because they can’t afford to buy all this stuff. Like that’s kind of conflicting with me sometimes because I don’t want to make anybody feel bad you know about themselves. So I sometimes I have issues with that. And so when you actually asked me about if I ever go out intentionally to buy things [trails off]... Sometimes I will intentionally um buy like cheaper drugstore products to show that you don’t need to spend hundreds and hundreds of dollars on things. Moreover, Jess talks about how she chose to avoid engaging in a discussion with a commenter who left her an oppositional comment (regarding her appearance) in response to one of her videos. She explains that she did not want negativity on her channel, nor did she want to start a conflict, so she opted to avoid conversation. “I’m not going to start an argument on my channel because it makes me look bad. And I’m not really the type of person to do that anyway.” Here is a quotation that elicits Jess’s character in that she prefers to avoid confrontation to protect her 114PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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