[Simple Life] - This paper analyzes the balance between consumerism and simplicity in the discourse of the magazine Vida Simples, published by Editora Abril. The setting of this issue is the construction of contemporary well-being in magazines - the context in which journalism creates new standards of style and normality. We understand that the magazine Vida Simples proposes a simplified life that advocates a reduction in consumerism. In contrast, however, the way to a simpler life offered to society is through consumerism as a form of identity construction. Using the theoretical and methodological contribution of the French school of discourse analysis, we find that the magazine's discourse is balanced between the incitement of individualistic consumption, consumption that considers the environment, and politicized consumption, whose discourse is laced with ideological disputes.
journalism; magazine; discourse analysis; consumption; simplicity