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at the present” (A.L. Benson, personal communication, September 30, 2011). It is possible that some of the young women producing haul videos are trying to broadcast a version of “the woman I want to be” (Guy & Banim, 2000). Guy and Banim (2000) conducted qualitative research to understand women’s clothing use and its relationship to identity. They explain “the woman I want to be” as “...physically realized as the woman I feel I am when I look good.” Consider this in relation to the phenomenon of hauling. Are haulers buying clothes to make themselves feel good, hoping their purchases are well-received by viewers? Guy and Banim (2000) describe “the woman I want to be” as “...someone who is projecting aspects of herself through clothing that suits/enhances her and who believes her image is being favourably received by others” (p. 318). In regard to haulers, they may purchase mass amounts of clothing and makeup products and broadcast it on YouTube because they are striving to be a more fashionable or sophisticated individual than they feel they actually are. Although this research does not confirm whether or not the interviewees are striving to be “the woman I want to be” (Guy & Banim, 2000), it does pose an interesting question that could be the focus of future research in this area. Of the three haulers interviewed, Euchante shared the most in regard to her sense of identity as it exists in online and offline domains. Therefore, much of this section will feature excerpts from her interview. “...I really have two identities, I would say. I have Euchante, and I go by that. That is what I like to be addressed by on YouTube and on Twitter. That is my brand...and then I have my real name that I go by in real life.” When asked to explain the creation of her screen name, Euchante told the following story: Okay, we are going back to when I was eight years old...this was back when I really wanted to be a fashion designer. So I talked with my dad and was like I’m going to start my own fashion company. And he’s like okay well you need to come up with a name for it. So I loved the name euphoria; I just loved the word euphoria and I wanted that to be 119PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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