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Which clippings match 'New Media Content Production' keyword pg.1 of 1
21 MARCH 2014

Haul girls: identity performance through brand consumption and endorsement

"Helina is explaining what a haul girl is to me. 'Basically, you go out shopping for clothes or beauty products,' she says, 'then you make a haul video and show viewers on YouTube what you got. You go through the items of clothing one by one. I guess what people get out of them is not showing off, like, how much money you've got or anything, but lifestyle: you get to see how one person lives, what their taste is.'

If you're minded to sneer at a youth cult that involves making videos about your shopping, then Helina has a pretty intriguing counter–argument. 'It's not just about showing what you've got,' she says. 'It's a whole creative process behind the videos as well, which is what I enjoy about it. Choosing the right music, going from the filming to the editing. Sometimes I even storyboard things, because I want certain shots, how I can present different items and things like that.' Besides, she says, it's a genuine community. She thinks a lot of haul girls 'turn the camera on because it's a way to talk to people without having to go outside and face their fears. I know that was the case with me: I turned on my camera because I was at home, signed off work, sick, and really bored. And it helped with my confidence in a way. There's this community where you can talk to like–minded people.'"

(Alexis Petridis, 20 March 2014, The Guardian)

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TAGS

2014affective consumptionaffective goal achievementamateur cultural productionASOSbeauty products • Boohoo • Boots (shop) • brand awareness • clothes shopping • commodificationcommodity fetishismconstructed identitiesconsumer aestheticsconsumer brandsconsumer cultureconsumer endorsementconsumption spectaclecultural materialismcultural monoculturedigital narcissism • haul girl • haul video • I shop therefore I amidentity performancelifestyle • Missguided (shop) • new media content productiononline communityonline followersperformativitypersonal tastepost-feminist agenda • Primark • product endorsementrecommender culture • retail therapy • shopping for clothes • show and tellspectacular societysubculturetaste formationsThe Guardianunboxingvideo blogger • whats in my bag (video) • whats in my purse (video) • YouTube • Zara (shop)

CONTRIBUTOR

Simon Perkins
31 JULY 2013

Are Youtubers Revolutionizing Entertainment?

"Over the past 8 years, YouTube has given birth to an increasingly sophisticated entertainment culture that operates outside of the traditional television and film ecosystem. With humble roots in charismatic and creative people simply sharing their lives, thoughts, and humor to their webcams, YouTube entertainment has diversified and grown into tens of thousands of unique channels with millions of loyal fans and subscribers. With a new generation of viewers increasingly turning to YouTube instead of broadcast TV, a new industry is being built around personalities who have dissolved the barriers between on–screen talent and the audience, and who employ visual aesthetics that make the viewer feel as if they are a part of the creator's life. Truly, we are in a new era of entertainment, one being led by millions of young people who are equally happy to watch video on their laptop as they are on their TV."

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TAGS

amateur cultural productionamateur videoaudiencebeyond the world of broadcastingbroadcast television • charismatic people • confessiondigital narcissism • entertainment culture • entertainment experienceeveryday peoplefansfeedback loop • instant feedback • intimate exchangesintimate lives • Jake Roper • Josh Cohen • Joshua Green • Kornhaber Brown • laptop video • machinimamedia ecologies • media ecosystem • Molly Templeton • new era of entertainment • new forms of television • new industry • new media content productionnew television culturenew voicesnew ways of engagingOff Book • on-screen talent • PBSpersonalitiesproducers and consumers • sharing their lives • their thoughts • TVuser-generated contentvideo bloggerwebvideoyoung peopleYouTube

CONTRIBUTOR

Simon Perkins
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