Shoee Haul – 2022 – FESCH.TV

FESCH.TV INFORMIERT:

– Student’s name: Truong Ha Phuong
– Course Name: Exploring Asian Popular Culture
– Program: Professional Communication
– Year 2 student at RMIT Vietnam.
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The prolonged COVID-19 quarantine period brought about the proliferation of a YouTube video series called “Shopee Haul” as Vietnamese women found ways to cope with the increasing feelings of isolation. This video essay investigates how the series has not only helped Shopee encourage apparel consumption on the site but also further maintained its dominant position in the Vietnamese market. More importantly, using the theoretical framework of hegemony, the video also offers a critical analysis of how “Shopee Haul” videos have promoted a hegemonic perception towards fashion among Vietnamese women and identifies some of the key consequences.