Do estilo de vida às telas: as narrativas de consumo na série "A Magia do Dia a Dia" com Marie Kondo.

The present work analyzes the communicational construction of consumption patterns in the series "The Magic of Everyday Life" with Marie Kondo, released in 2021 on the streaming channel Netflix. The study seeks to understand the relationship between individuals, material objects, and the idea of happiness in the series, as well as to observe the marketing use of the thinking addressed in the program. The analysis also covers the representation of objects and their affective nature. The research uses content analysis applied to the three episodes of the series. The series "The Magic of Everyday Life" with Marie Kondo addresses the relationship between consumption and happiness through the organization method created by the personal organizer. Minimalism is presented as a way to rethink consumption and find happiness through detachment and reduced consumption. The series emphasizes the importance of material objects in people's lives and how they can evoke joy or negative feelings. Through organization and tidying up spaces, the participants in the series seek to find harmony and happiness in their lives. The article discusses the series "The Magic of Everyday Life" with Marie Kondo, which addresses the organization and tidying up of spaces based on the KonMari method. The series shows how tidying up a shared space can benefit not only the individual but also the group and the family, bringing joy to everyone who lives there. The narrative of the series emphasizes the importance of affection in the subject-object relationship and portrays objects as beings with power. Additionally, the series shows how the organization and arrangement of objects in a home are related to the individual's identity and feelings. The narrative of the series also contributes to the commodification of happiness, creating a lifestyle based on Marie Kondo's personal image and branding. The KonMari brand has an online platform where products related to organization, household utensils, beauty items, etc. are sold. [Extracted from the article]