Abstract
The aim of this study is to examine how objects and materials function in post-modern media culture as signifiers of socio-economic and cultural identities. The study suggests that objects and materials as signs only have the ability to signify socio-economic and cultural identities if they have gone through a process of ‘encoding’ to become recognizable conventions. My central argument proposes that the sets of Egoli are more successful than those of Isidingo, because Egoli’s set designer’s choice of furniture, objects and décor elements (which function as signs), are arranged in accordance with a particular style. These thus function successfully to communicate a particular socio-economic and cultural context for the characters in the storyline. I argue that in Isidingo, the organization and display of objects and materials into unconventional styles, undermines the function of the set as a signifier of socio-economic and cultural identities.
In my practical work, I engage with design and décor conventions used in soap opera sets to communicate meaning. Objects and materials that are encoded and conventionally associated with femininity are used as signifiers of characterization in my work.
Leora Farber