From lifestyle to screens:

consumption narratives in the series “Sparking Joy” with Marie Kondo

Abstract

The present work focuses on the analysis of the communicational construction about the modes of consumption in the series “Sparking Joy”, from the year 2021, by the writer specializing in personal organization Marie Kondo, and released on the streaming channel Netflix. The purpose of the research is focused on understanding the relationship established between subjects, material objects and the idea of happiness in the series. For this purpose, the three episodes of the series were analyzed, from the perspective of Consumption, Material Culture and, above all, Communication, in observation of the arguments addressed and reinforced throughout the narrative of the series, in order to understand how these are sustained in the series. This study also observes the marketing use of the thinking addressed in the series, as part of an advertising strategy, in the sale of different products in the entertainment industry. It is noticed that, both in Kondo’s philosophy and in the narrative addressed in the series, are understood and represented beyond their utilitarian character, in representations of meanings that consider the affective character of consumer items.