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Jess says that she views her participation in YouTube as a hobby. “...it’s something I can always come home to and you know share, discuss, watch other people’s videos...Just looking at the latest trends really and just looking at people’s ideas.” Thus, it appears that information and inspiration sharing is one of the primary reasons vloggers engage in YouTube. Certainly, as has been illustrated by Euchante, feelings of competition and jealousy can be triggered through watching and comparing oneself to other vloggers. Wolf (1991) asks why women care so much about the messages presented in consumer magazines. She believes the following: “They care because, though the magazines are trivialized, they represent something very important: women’s mass culture. A woman’s magazine is not just a magazine. The relationship between the woman reader and her magazine is so different from that between a man and his that they aren’t in the same category: A man reading Popular Mechanics or Newsweek is browsing through just one perspective among countless others of male-oriented culture, which is everywhere. A woman reading Glamour is holding women-oriented mass culture between her two hands” (p. 70). In regard to Wolf’s statement, my question is this: why do young girls and women today consume and produce haul videos? Throughout this study, haul videos have been referred to as a form of popular culture and equated with women’s fashions magazines. According to Wolf (1991), “...women’s magazines are the only products of popular culture that (unlike romances) change with women’s reality, are mostly written by women for women about women’s issues, and take women’s concerns seriously” (p. 71). Can the same be said of haul videos? While they have been criticized for their promotion of excessive consumption and potential to facilitate identity construction through material objects, one cannot dispute that they are a form of popular 126PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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