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Moreover, there is evidence that YouTube (the fashion and beauty community in particular) provides its participants with a collective sphere of meaning exchange. While engaged in this environment, users (both video producers and consumers) can explore and construct aspects of their identity, through the production and consumption of haul videos. The moments of representation and regulation are also intertwined in these activities. Regulation can be seen in the form of informal or formal rules or protocols as they exist in this virtual domain. I believe representation is present when a hauler chooses to represent (or not) a brand or product in a given fashion. In other words, they may take the preferred reading from a retailer, such as Forever 21, and then produce a video that reinforces the original message from that retailer. In this sense, they are representing Forever 21 as the company desired, whereas if they had an oppositional reading to a garment manufactured by this company, they may produce a video in which they provide their viewers with a negotiated or contested meaning from the initial one produced. The examination of this online video sensation has been strengthened through the employment of the circuit of culture framework. Moments of identity, consumption and production—and their interrelatedness—have been discussed so as to tie this phenomenon back to theory and look at it through a cultural and scholarly lens. Certainly, the levels of consumption and production cannot exist singularly, as is exemplified by the haulers in their consumption of material items with which they use in their production of videos. Moreover, identity is intertwined as we see haulers using fashion and beauty products to construct the image they want to put forth—online and off. 132PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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