The luxury branding industry thrives on creating products and services that are exclusive in nature. To achieve this, brands often control for pricing, quality, quantity and availability to create a perception of exclusiveness. The literature showcases a handful of concepts to explain how marketers can create exclusive products and services. However, the literature does not give a theoretical foundation to the creation of the Theory of Exclusivity. This study is the first to address this issue. A number of theories and concepts in marketing, psychology, sociology and other fields of sciences have been reviewed to conceptualise the Theory of Exclusivity. The conceptualisation of this theory gives marketers a better understanding of how they can create exclusive brands.

By adopting transactional social commerce functions from mobile apps, individuals can sell products and services directly to friends on their contact list. This drives micro entrepreneurs with fewer than ten employees and less than a €2million annual balance (European Union Law, 2013) to become key drivers for economic growth (Paoloni & Dumay, 2011). In particular, individuals aged 18-34 become inspired by images on social networks for clothing and fashion products. Hence, fashion products are popular business items for micro-entrepreneurs. Despite potential benefits for social commerce, micro-fashion entrepreneurs in many countries are still unaware of apps’ use in social commerce to sell products, and to create and manage social capital for their business. This exploratory research aimed to investigate how micro-fashion entrepreneurs adopt transactional-focused social commerce and utilize social capital embedded in network ties for their marketing and sales, based on innovation diffusion and social capital theory. Research questions included: (1) How do micro-fashion entrepreneurs adopt social commerce? (2) How does social capital in network ties contribute to marketing and sales in social commerce? To answer these research questions, qualitative data from phone interviews with 16 micro-fashion entrepreneurs selling fashion products through WeChat in China were analyzed, adopting a thematic analysis. Data indicated micro-fashion entrepreneurs have positive attitudes, based on their experience and knowledge of WeChat. They adopt social commerce to (1) sell products in a new way, (2) connect with customers, and (3) reduce financial risk, while an innovative channel for entrepreneurship. Also, operating a business through WeChat required less time commitment compared with brick and mortar, and online stores, because accessing services like WeChat have payment systems, share images and messages. Free calls and messages are already available. The interview data demonstrated micro-entrepreneurs have an advantage when adopting social network ties in WeChat and implementing social capital embedded in marketing sales networks. Structural, relational, and cognitive capital contribute to micro-entrepreneurs’ marketing and sales interactively. An individual could access target customers, based on networks already established social media platforms and facilitate entrepreneurs’ adoption of social commerce. Also, since trust, shared goals, and languages exist on these network ties, there exists an increase for entrepreneurs’ accessibility to use social commerce to initiate their business, while decreasing business operating expenses, promoting products, and building relationships with customers. In addition, relational capital built by interactions with each customer brings cognitive capital to promote products and strong network ties.

Despite an extensive literature in scarcity, limited studies have examined how scarcity appeal may deter consumers in obtaining luxury brands. This study aims to understand consumer perception towards luxury brands as underpinned by the theory of agonistic behaviour from biology literature. Introduction The luxury brand industry has long strived to achieve the perception of scarcity. Luxury brands are defined as the highest level of prestigious brands including physical and mostly intangible elements in which price and quality ratios are the highest in the market (Nueno & Quelch 1998; Vigneron & Johnson 1999). Only the wealthy are able to afford the products (Radon, 2012). Its exclusivity, rarity/scarcity, identity, perceived quality, and awareness have become the selling point of luxury brands (Pantzalis 1995; Phau & Prendergast 2000). As Smith (1776, 112) stated, “the merit of an object, which is in any degree either useful or beautiful, is greatly enhanced by its scarcity. . .”. According to literature, scarcity effect can only be created when the product is desirable yet achievable to be possessed by consumers (Verhallen 1982). It can be initiated due to low supply or high demand (Verhallen 1982, Verhallen and Robben 1994). Scarcity to high demand indicates that there is a high number of individuals who have purchased the products. This may appeal to the consumers who wish to assimilate themselves with others or called as followers (Worchel 1992; Amaldoss and Jain 2008). On the other hand, limited edition product is an example of scarcity due to low supply. In this situation, the firm intentionally limits the quantity of potential owners of the product (Gierl, Plantsch, and Schweidler 2008). Research has shown that low supply scarcity cue increases product desirability as it signals exclusivity to the owner and provides consumers with a unique image (Lynn 1989). As a result, low-supply scarcity is more appealing for leaders who wish to distinguish themselves from the group (Amaldoss and Jain 2008). Further, scarcity is often associated with perceived expensiveness (e.g. Lynn 1989; Wu and Hsing 2006). In other words, the scarcer the product, the more expensive and valuable the product is seen (Chen and Sun 2013; Gierl, Plantsch, and Schweidler 2008). This explains why numerous luxury brands companies create limited edition product at a higher price to increase the product appeal. However, in the recent years, interest in luxury goods is growing among mainstream consumers (So, 2015). The exclusivity of luxury brands starts to fade, and the circle of luxury brands owner has expanded significantly throughout the years (The Economist 2015; Yeoman & McMahon- Beattie 2014). Based on that rationale, one of the aims of this paper is to manage and improve the perception of scarcity in luxury brand industry by looking at the most basic concept of how consumers respond to scarcity. This study adopts a biology theory, specifically on animal behaviour to understand better how consumers react on scarcity. After decades of observing animal behaviour, ethologists found that there is a common pattern in the way animals respond to and compete for scarce resources (McGlone, 1986; Scott & Fredericson, 1951). Instead of fighting one another, animals tend to perform certain behaviours to scare the opponent without physically damaging the others. This behaviour is referred to as agonistic behaviour. Coined by Scott & Fredericson (1951), the term is defined as “the group of behavioural adjustments associated with fighting, which includes attack, escape, threat, and defence” (McGlone, 1986, 1130). It comprises several stages, namely threats, thought process, aggression, and submission. In the first stage, threat, the animals perform a species-specific behaviour, in term of vocalisations, facial expression, postures, and movements that signal the intention to be aggressive (McGlone, 1986). For example, when competing for food, monkeys create a threatening voice following with open-jawed and head bobbing. The threat is continued with the thought process where the animals examine the value of the resources and the internal and external factors influencing their decision. It is then led to two possible scenarios. In the first scenario, the opponent decides to withdraw the fight after being threatened, which is called as submissive behaviour. The second scenario happens when neither animal retreats. Therefore, they perform aggressive behaviours, and it stops when one party submits (submissive behaviour). Agonistic behaviour can be observed in human behaviour when competing for luxury brands. For example, when the Kanye West x Adidas Yeezy limited edition trainer shoes was released, it was sold out within 15 minutes (Tewari, 2015). Shortly after, the shoes were sold at $ 10,000 on Ebay, which originally priced for $200 a pair in a retail store (Tempesta, 2015). Similar to the agonistic behaviour in animals, although some choose to fight for the product, which means they perform the aggressive behaviour, there are those who prefer to be submissive. They opt to give up and purchase alternatives instead of pursuing the desired products. This phenomenon shows how consumers can be aggressive or submissive in competing for scarce products. Despite the similarities behaviour pattern between animals and consumers, limited research has identified the agonistic behaviour of consumers. There are research gaps within the scarcity literature. Firstly, limited studies have identified the effectiveness of different scarcity cues (supply-driven and demand-driven) in the context of luxury brands (e.g., Lynn, 1991; Worchel, Lee, & Adewole, 1975). Additionally, limited studies investigate the opposite effect of scarcity appeal (except Gierl and Huettl 2010). As identified, some consumers prefer to give up and purchase alternative such as mimic brands yet it has not been well understood in theory. As a result, this paper aims to (1) develop a framework to explain consumer behaviour towards scarce luxury products as underpinned by the theory of agonistic behaviour, (2) investigate the influence of the different type of scarcity cues (supply-driven and demand-driven) towards the purchase intention of the desired brands or alternatives. Theoretical framework and hypothesis developments Underpinning Theoretical Framework The theory of agonistic behaviour is the underpinning theoretical framework for the study which is supported by Stimulus-Organism-Response (S-O-R) model. Developed by Mehrabian & Russell (1974), S-O-R model has been widely used in a retail environment (Buckley, 1991; Chang, Eckman, & Yan, 2011) and to study different types of involvement (Arora, 1982). Stimulus is defined as any external stimuli that influence the internal states of an individual (Bagozzi, 1986; Eroglu, Machleit, & Barr, 2005). Organism is defined as the internal response which then leads to behaviour action, which is the Response from S-O-R model (Bagozzi, 1986). It is the final decision of consumers which lead to a certain action (Chang et al., 2011). The S-O-R model is outlined below: Stimulus The perceived scarcity and competition are the Stimulus which are influenced by the different scarcity cues presented. As mentioned, scarcity effect can be caused due to high demand or low supply. Hence, there may be no difference in term of the perceived scarcity. However, supply- driven scarcity is found to be more efficient for conspicuous consumption products while demand- driven scarcity is more efficient for non-conspicuous consumption products (Gierl and Huettl 2010). Therefore, luxury brands, being conspicuous consumption product by nature, are more likely to be perceived highly competed when it is presented as being scarce due to low supply. As such, the following hypotheses are developed: H1. Perceived scarcity do not differ in both scarcity conditions but differ to no scarcity condition H2. Perceived competition differs across scarcity conditions Stimulus-Organism The stimulus, perceived scarcity and competition, influence the Organism, namely perceived value. This relationships are supported by commodity theory, which describes that scarce products have relatively higher value and desirability compared to non-scarce products (Byun & Sternquist, 2012; Lynn, 1991). Further, consumers are more likely to feel a sense of competition when the stores sell unique or scarce items (Aggarwal, Jun, & Huh, 2011). As such, the following hypotheses are developed: H3. Perceived scarcity has a positive influence towards perceived value in all scarcity conditions H4. Perceived competition has a significant influence towards perceived value in all scarcity conditions Organism – Response The internal response, namely the perceived value, influence the response which is the intention to purchase. Numerous studies have found that high perceived value leads to a willingness to buy (Dodds and Monroe 1985; Monroe and Chapman 1987) and purchase (Zeithaml 1988). In this study, the intention to purchase is a representation to measure the aggressive and submissive behaviour. Purchasing the desired brand is considered as an act of aggression while choosing neither handbag or purchasing the alternative brand is seen as an act the submissive behaviour As such, the following hypothesis is developed: H5. Perceived value has a positive influence towards purchase intention of the desired brand compared to alternative brand Methodology Survey Instrument A self-administered pen and paper questionnaire was used for the survey instrument. The measurement used in the study are established scales with Cronbach Alpha higher than 0.8, fulfilling the criteria by Hair et al. (2010). The scales was presented in seven points Likert Scales, in which 1 = strongly disagree to 7 = strongly agree. Purchase intention, however, is a continuum scale in which option 1 represents a strong intention to buy the mimic brand, 4 accounts for neither mimic nor desired brand, and 7 accounts for a strong intention to buy the desired brand. Experimental Design There are three experimental conditions (scarcity condition: demand-driven; supply-driven; control) between subjects factorial design. To measure the purchase intention of the desired brand, a well-known luxury branding company was selected as the stimuli for the study. The brand, Bottega Veneta, was chosen as the brand is considered as a super-premium brand (Willett 2015) and the pre-test conducted with the University students showed that the brand is well-liked and adored. A non-fictitious brand, De Lux, is also selected to measure intention of purchase of the mimic brand. Each respondent was given two different pamphlets, one of the desired brand with a chosen scarcity condition and another of the mimic brand. Therefore, a total of 8 versions of a retail pamphlet were created (3 scarcity conditions with desired brand + 1 mimic brand x 2 genders). Product description and price information are also included (Lynn 1992). The pamphlets are created as identical as possible across different versions. The signal for supply-driven scarcity was portrayed by phrases and words such as “limited edition; supplies are limited; and unique”; while demand-driven scarcity “popular; bestseller; and highly in demand, almost sold out” (Gierl and Huettl 2010). Data Collections The data were collected from a sampling frame containing undergraduate students at a University in Western Australia. A total of 932 data were collected, but 305 data were discarded. Each respondent must have purchased luxury brands priced more than AUD 1500 within the last 3 years to ensure that the students are luxury consumers. The numbers were set after pre-test was conducted to identify the amount of money spent for luxury brands among the students. Out of 627; 250 students for supply-driven scarcity, 211 students for demand-driven scarcity, and 166 students for control were collected. The respondents had an average age of 20 and were divided into males (36%) and females (64%). Results and discussion One way ANOVA was conducted to compare means across different experimental conditions in terms of the perceived competition and scarcity (H1, H2). The result shows that there is a significant difference between perceived scarcity across experimental conditions. Luxury brands with “nearly sold out” scarcity cue (M = 5.49, SD = 1.19) are seen to be scarcer compared to luxury brands with “limited edition” scarcity cue (M = 4.92, SD = 1.16). Furthermore, luxury brand with no scarcity cue (M = 3.34, SD =1.4) is perceived to be not as scarce as the other two experimental conditions. On the other hand, although there is significant difference between the control condition (M = 2.7, SD = 1.40) and the two experimental conditions, there is no significance difference between “limited edition” scarcity cue (M = 3.99, SD = 1.58) and “nearly sold out” scarcity cue (M = 4.12, SD = 1.61). Therefore, H1 and H2 are not supported. Structural Equation Modelling was used to test model fit across different experimental conditions (H3, H4, H5). The final model revealed very good fit indices with the empirical covariances, as it fits the recommended criteria (Hair et al 2010): Normed Chi Square = 1.007, RMSEA = 0.004, AGFI = 0.940, GFI = 0.959, CFI = 0.990. The model shows that there is no significance relationship between perceived scarcity and perceived value in all 3 experimental conditions (limited edition β= 0.03, p = 0.735; nearly sold out β = -0.10, p = 0.244; control β = 0.09, p = 0.315). However, as hypothesised, there is a positive relationship between perceived competition and perceived value in all 3 experimental conditions (limited edition β = 0.43, p < 0.001; nearly sold out β = 0.57, p < 0.001; control β = 0.57, p < 0.001). In turn, in all 3 experimental conditions, there is a positive relationship between perceived value and purchase intention (limited edition β = 0.18, p = 0.030; nearly sold out β = 0.23, p = 0.014; control β = 0.45, p < 0.001). Therefore, H3 is not supported but H4 and H5 are supported. The findings demonstrate that different scarcity cues create a different level of perceived scarcity, in which “nearly sold out” are seen to be the scarcest, followed by “limited edition”, and no scarcity cues. However, instead of perceived scarcity, perceived competition is the important factor that affects the perception of luxury brands value. This can be explained as perceived competition creates a cue to consumers that the product is desirable by many yet only a handful can get the product. This is consistent with the statement by Verhallen (1982). The results also show that perceived value leads to positive purchase intention of the desired brands in all scarcity conditions. Surprisingly, the finding suggests that the relationship is strongest when there are no scarcity cues, followed with “nearly sold out” and “limited edition”. This can be explained due to a few reasons: (1) limited edition products are perceived to be more expensive (Chen and Sun 2013), (2) the respondents may not be leaders in purchasing luxury brands hence prefer to buy the normal or popular luxury brands to follow the crowd (Amaldoss and Jain 2008), (3) there are other variables, such as, self-efficacy and personality traits which are not taken into account. Conclusion This study contributes in several ways to the body of literature. Firstly, it extends the theory of agonistic behaviour from biology to marketing. By using agonistic behaviour as the underpinned theory, the study takes into consideration the option of consumers being submissive and prefer not to purchase the desired brands. Secondly, this study includes perceived competition as one of the main variable to analyse consumer behaviour towards luxury brands. Methodologically, the application of non-fictitious brands helps to capture real consumers’ response. Managerially, this study provides insights to luxury brands marketers on how to manage scarcity cues. Firstly, luxury brands marketers should develop strategies to strengthen the exclusivity and scarce image as currently normal luxury brands are not perceived as being scarce. The strategies may include to (1) limit the distributions channel of the luxury brands; (2) provide limited stock in every retail store to emphasise product scarcity; (3) introduce alternatives (premium brand extension or different product tiers) to consumers, allowing consumers, who are not able to purchase the desired brands, to choose the alternatives. Secondly, luxury brands managers must ensure that the products are desired by many to increase the perceived competition among consumers. Despite contributions, there is some limitation in the study. Firstly, this study used student sample hence future studies should consider using consumer panel to participate in the study. Secondly, there are some variables not taken into account, such as personality factor (self-esteem, status consumption, the need for uniqueness, etc.), self-efficacy, leader vs. followers. In addition, this study focuses on two scarcity conditions (supply-driven and demand driven scarcity cues), luxury brand industry, and public luxury product (handbag). Future studies should look at time-restricted scarcity cues, retailing, and private luxury products (e.g. undergarment). This study also did not measure the actual purchases and different behaviour of aggression when consumers are competing for products. Future studies should observe consumer behaviour during purchase in real time.

Although excessive intake of sodium is known to cause various diseases and threaten public health and policies for reducing overconsumption of sodium are being implemented, the theoretical research on sodium intake is incomplete. This study attempted to provide a policy basis by examining whether or not planned behavior theory, which is a typical health communication theory used to describe health-related behaviors, can be applied to explain sodium intake behavior. Especially, sodium ingestion behaviors were compared using the theory of actions planned for men and women as well as young people, middle-aged, and elderly persons, who are predicted to show differences in eating habits. In this study, questionnaires were prepared to measure the daily eating habits of subjects and subordinate factors of planned behavior theory: behavioral beliefs, outcome expectations, normative beliefs, compliance motivation, and control beliefs. Questionnaires were given to 93 college students and their families. As a result of the difference analysis and path analysis of the questionnaire responses, the following suggestions were obtained. First, age difference is more obvious than sex difference in terms of low salt intentions. For example, older people are healthier than younger people in terms of eating habits and health concerns. Second, the elderly are more likely to practice the low-salt formula when they are provided information on the benefits and effects of the low-salt formula compared to younger ones. Third, systematic efforts are needed to promote a culture that emphasizes the health benefits of a low salt diet rather than providing piecemeal information on the advantages and effects of a low salt diet.

본 연구의 목적은 문학 분야에서 오랜 역사를 가진 내러티브 접근법을 살펴봄으로써 내러티 브 코칭의 이론적 근거와 발전 가능성을 탐구하는 것에 있다. 이를 위해 첫째, 내러티브 탐구의 기초 이론인 내러티브 사고방식과 내러티브 탐구 방법론 을 살펴보았다. 둘째, 호 로(Ho Law)의 내러티브 코칭 이론을 중심으로 내러티브 코칭의 필요 성과 학문적 토대, 내러티브 코칭대화를 검토하였다. 그 결과 인간의 경험을 탐구하며 내러티브를 연구의 데이터로 사용하는 내러티브 방법론이 내러티브 코칭의 이론적 근거가 될 수 있음을 알았다. 또한 긍정심리학, 사회학습이론, 구성주 의 발달이론이 내러티브 코칭의 학문적 토대로 적용될 수 있는 근거가 되는 것을 밝혔다. 특히 사람에게 초점을 두는 접근방식으로서의 내러티브 코칭은 코치이가 근접발달 영역을 건너갈 수 있는 비계를 제공함으로써 코치이의 잠재성을 향상시키는 공간을 마련하는 과정이 될 수 있음을 명확히 하였다. 또한 내러티브 코칭 대화에서 사용할 수 있는 표출대화와 다시 이야기 쓰기 기법이 코치이의 삶, 가치, 신념, 자아 정체성에 대한 새로운 이해와 통찰을 제공해 준다 는 것을 논의하였다.

This study aims to establish a seismic resistance performance evaluation method that makes sure to secure the seismic resistance performance of the existing mid-low story reinforced concrete structures. This study focuses on the development of the seismic resistance performance evaluation method for the overall seismic resistance performance evaluation on the buildings by applying fuzzy theory. This seismic resistance performance evaluation method considers the mutual relations among the type of force, the type of member, the type of story, and the states of deterioration of the buildings. The total seismic resistance performance index from this method was calculated by the intensity weight of each evaluation item, fuzzy measure, fuzzy integration. Moreover, the evaluation methodology was established in this study to identify the performance level of the Immediate Occupancy, Life Safe, Collapse Prevention by applying the fuzzy theory.

This paper is to study a technique to detect the real-time route aberrance on the passage route using bumper area of the ship domain theory. In order to evaluate the risk of route aberrance, a quarter line was created between the center line and the outer line, and a passage route with the image line outside the outer line was designed. It calculated the real-time route aberrance with the vessel bumper area to measure the risk level on the passage route. The route aberrance using overlap bumper area was simulated through three kinds of scenario vessel at the designed passage route. In this paper, we proposed Ratio to Aberrance Risk as one of the evaluation parameter to detect the route aberrance risk at each sector in the passage route and to give the evaluation criteria of 5 levels for seafarer’s navigation safety. The purpose of this work is to provide the information of the route aberrance to seafarer automatically, to make it possible to prevent the human errors of seafarer on the high risk aberrance route. As the real-time risk of route aberrance on the passage route is automatically evaluated, it was well thought that seafarer can have only a little workload in order to know the risk of route aberrance at early-time. Following the further development of this work, the techniques for detecting the real-time route aberrance will be able to use the unmanned vessel.

Through density functional theory calculations, to provide insight into the origins of the catalytic activity of Au nanoparticles (NPs) toward oxidation reactions, we have scrutinized the oxygen adsorption chemistry of 9 types of small unsupported Au NPs of around 1 nm in size (Au13, Au19, Au20, Au25, Au38, and Au55) looking at several factors (size, shape, and coordination number). We found that these NPs, except for the icosahedral Au13, do not strongly bind to O2 molecules. Energetically most feasible O2 adsorption that potentially provides high CO oxidation activity is observed in the icosahedral Au13, our smallest Au NP. In spite of the chemical inertness of bulk Au, the structural fluxionality of such very small Au NP enables strong O2 adsorption. Our results can support recent experimental findings that the exceptional catalytic activity of Au NPs comes from very small Au species consisting of around 10 atoms each.

Geotextile tubes are excellent design strategies for both shoreline protection and dewatering of fine materials. A difficulty with regard to designing geotextile tubes is the matching of the appropriate fabric with the site-specific infilled material and the unavailability of a test to determine the soil-geotextile consolidation properties. Existing methods simulate and predict the final tube shape based on the initial and final unit weights of the infill but the time required to reach the final shape or the compatibility of the infill are not being considered. This study proposes an improved hanging bag test to evaluate the compatibility of an infill with the geotextile fabric, and at the same time, to obtain the soil-geotextile consolidation properties. With the obtained consolidation properties, a big prototype simulation was possible, explaining the deformation behavior of the tube in the field. An analytical procedure used in modeling the tube was coupled with the large strain consolidation theory to simulate the filling and dewatering process.

To enrich a country’s food culture, it is essential that residents understand and care about that culture. Although various efforts to globalize Korean food have been made outside Korea, the importance of understanding Koreans’ perception of and increasing interest in Korean food has been neglected. Thus, this study was conducted to identify the cognitive structures regarding Korean food among 30 Koreans living in metropolitan cities using in-depth laddering interviews based on the means-end chain theory. The most dominant cognitive structures toward Korean food were familiarity (attributes), ease of digestion and health (functional consequences), sense of responsibility and will to live (psychosocial consequences), and family affection and sense of achievement (values). In short, Koreans were found to consume Korean food to achieve perceived high-dimensional values rather than simply for its attributes or benefits. These findings have important implications for future strategies and policies aimed at increasing Korean food consumption by Koreans, as they suggest that underlying and symbolic values rather than the attributes of Korean food are more effective in promoting its consumption. Further studies on understanding perceptions and values using a larger Korean population are needed to preserve and further develop Korean food.

본 연구는 근거이론 관점에서 유아대상 영어학원의 선택결정요인을 학부모와 학원장의 심층면접을 통 한 연구결과를 토대로, 교육적․정책적 시사점을 제시하기 위한 것이다. 이를 위하여 본 연구는 4단계의 과 정을 거쳐 10명의 연구 참여자를 최종적으로 선정한 후, 자료 수집을 위해 심층면담을 실시하였다. 심층 면담을 통해 수집된 자료는 Strauss와 Corbin(1998)이 제시한 근거이론 방식에 의해 개방코딩-축코딩- 선택코딩의 순으로 진행하였다. 분석결과, 중심현상은 자녀의 차별화된 성장에 대한 갈망이었다. 이의 인과적 조건, 맥락적 조건, 중재적 조건 등을 살펴보면서, 유아대상 영어학원 선택 결정요인에 대한 패러다임 모형을 제시하였다. 이상의 결과를 토대로, 유아대상 공교육 정책수립, 강사의 자질, 교습시간, 조기 공교육 영어교육정책의 시사점, 유아대상 영어학원의 분당 수강료 측면에서 함의를 제고시킬 수 있는 방안을 제시하였다.

<헤드윅>은 한국 최고의 흥행 라이선스 뮤지컬 중 하나이다. 1998년 뉴욕 오프브로드웨이 초 연 이래 지금까지 전 세계 수십 개 국에서 공연되어오고 있는 <헤드윅>(원제: Hedwig and the Angry Inch)은 주인공 ‘헤드윅’ 역의 배우 한 명과 한 명의 코러스 ‘이츠학’, 그리고 펑크 록 밴드 ‘디앵그리인치’가 극 전체를 이끌어 가는 ‘원 맨 스탠드 업’ 형식의 콘서트 뮤지컬이다. 2014년 개막한 브로드웨이 프로덕션은 토니상 4개 부문 수상 등 주요 뮤지컬 상을 석권하며 브로드웨이 에서도 위용을 과시했다. <헤드윅>의 한국어 공연은 2005년 서울 초연 이래 2016년까지 총 11년 간 열 번의 시즌을 거치며 매 공연 대중과 평단의 찬사를 받아왔다. 특히 원작자인 존 카메론 미첼은 미국의 유력 주간지 엘에이 위클리와의 인터뷰에서 “서울에서의 엄청난 성공을 목도한 뒤 브로드웨이 프로덕션의 꿈을 꾸기 시작했다”고 밝힌 바 있다. 이는 한국의 <헤드윅>이 원작자 에게 마저 영감을 주었을 만큼 흥행성과 작품성의 측면에서 모두 의미 있는 성과를 이루었다는 것을 방증한다. 전 세계를 통틀어 <헤드윅>의 무대에서는 화려한 세트 전환이나 대규모 출연진의 역동적인 장면을 찾기 힘들다. 하지만 <헤드윅>은 단조롭거나 지루하지 않다. 그것은 들려주기(Diegesis)와 극적 재현 방식(Mimesis)을 넘나드는 헤드윅 특유의 재담과 연기가 시종일관 관객을 흡인하며, 이 두 방식이 교차될 때마다 그 한 켜 아래에서 극 공간 역시 다양하면서도 입체적으로 신속하게 변화하기 때문이다. 위베르스펠드에 의하면 무대 공간은 기본적으로 모태의 자격을 지닌 텍스트 공간을 전제로 한다. 텍스트 공간이란 “무대에서 형체로 나타났건 그렇지 않건 간에, 텍스트에 의해 환기되고 텍스트를 통해서 구축된 모든 상상적 공간을 지칭한다.” 이에 본고는 <헤드윅>의 흥행성과 작품성이 무엇보다 원작 텍스트의 힘에 기대고 있으며, 작품의 가장 큰 특성이 극텍스 트 공간의 심미성과 다의성이라고 보고 위베르스펠드의 기호학과 융의 분석심리학 이론을 바탕 으로 그 대표적인 양태를 ‘신화적 공간의 극적 알레고리’, ‘이원적 공간의 서사 충동’, ‘심리적 공간의 자기실현 과정’의 세 유형으로 나누어 보았다. 첫째, <헤드윅>의 극텍스트는 신화적 공간 을 구축하여 관객의 상상과 무의식의 지평을 넓혀주어 ‘불신의 자발적 중단’을 추동하는 한편, 신화적 공간은 그 자체로 극 공간에 대한 알레고리로서 기능한다. 이 공간에서 ‘헤드윅의 잃어버 린 반쪽을 찾는 여정’이라는 극의 목적이 처음 구축되기 때문이다. 둘째, <헤드윅>의 극텍스트 공간은 현동적 공간과 잠재적 공간으로 이원화하고, 현동적 공간은 다시 ‘결핍 공간’과 ‘특권 공간’으로, 잠재적 공간은 다시 ‘특권 공간’과 ‘초월적 공간’으로 이원화된다. 이 공간들은 그 의미 영역들 사이의 대립과 갈등 그리고 해소라는 변증법적 상호작용을 통해 끊임없이 서사를 충동한 다. 셋째, <헤드윅>의 극텍스트는 주인공 ‘헤드윅’의 마음 구조 그 자체이며 작품의 서사는 헤드 윅이라는 ‘자아’가 무의식으로의 여행을 통해 무의식원형인 ‘자기’를 발견하는 이야기이다. 텍스 트의 인물들은 마음의 구조의 각 요소에 상응하는 한편, 텍스트의 각 공간을 점유하는 의식⋅무 의식 층위의 콤플렉스들은 문자적⋅비문자적 기호를 통해 텍스트 공간에 종합적으로 도상화되 어 수신자들의 내면에 보다 다층적인 공간 심상을 불러일으킨다. <헤드윅>의 극텍스트가 생성하는 공간들의 다의성과 심미성은 작품의 의미를 더욱 풍성하게 하고, 자칫 단조로운 느낌을 줄 수 있는 단일 세트 무대의 단점을 보완할 뿐 아니라, 오히려 그것 을 장점으로 승화하며 독특한 미학적 효과를 창출한다. 본 연구는 <헤드윅>의 현재적 가치는 물 론 향후 한국에서 창작될 뮤지컬에서의 텍스트 공간 미학에 대한 가능성을 환기하였다는 데에 그 나름의 의의가 있다고 할 수 있다.

불전에는 희귀하고, 빛나고, 청정하며, 강하고 불변하는 최상의 존 재로서 보석을 자주 언급한다. 불전에서 보석은 대상을 빛내고 장엄 하는 메타포로 쓰이는 경우뿐 아니라 다양한 유형의 보석이 등장한 다. 유무형의 보(寶) 일반을 가리키는 원어가 라트나(ratna)인 반면 유형의 보석은 마니(man.i)가 주로 쓰인다. 이 보석들은 크게 7보와 4보로 분류된다. 7보는 금·은·유리·수 정(파리)·차거·적진주, 마노이고, 4보는 다이아몬드·에메랄드· 사파이어·루비이다. 7보에서 금·은·유리·수정은 따로 4보로서 자주 언급되는데, 이것과 뒤의 4보(다이아몬드·에메랄드·사파이 어·루비)와는 다르다. 그 이유는 불전이 발생한 시대와 지역에 따라 유통되던 보석이 달랐던 것에서 기인한 것으로 보인다. 7보의 개념은 불교의 발생지인 웃다르 프라데쉬(Uttar Pradesh)의 카필라바스투 (Kapilavastu) 지역에서 형성되었고, 4보(다이아몬드·에메랄드· 사파이어·루비)는 후대의 인도 남부지역에서 유통되어 각광받은 보 석이다. 초기불전에서는 승려들의 보석 소지나 착용이 금지되었던 데 비해 대승과 밀교에서는 보살의 보석·영락의 착용이 많이 발견된다. 이 런 대승의 탄생 이후 보석의 중시는 힌두 문화의 유입으로 인하여 다 양한 의례와 수행에서 보석을 활용하는 데 이르렀기 때문으로 보인 다. 밀교에서는 7보와 4보뿐만 아니라, 여의주와 같은 신화적인 보석 또한 의례와 관상에 이용되었다.

“Action-oriented Approach (AA)” as a new teaching method has taken an important role in teaching and learning of French Education during past 10 years. However, even though the new teaching method is very welcome for educators, now it is the time that we have to consider whether the key principle and fundamental notion of this approach is suitable for our language education environments and is theoretically appropriate for education. For that, it is necessary that we have to carefully examine this “Action-oriented Approach” from two points of views. First of all, from the angle of foreign language education, we need to verify whether this new approach could be appropriately applied in teaching and learning of Korean foreign language education or not. Secondly, from a societal perspective, we need to examine how this method, considering language education as everyday life itself, can handle some critical perspectives in the point of “status in quo” of “AA”. It has been criticized that language education as everyday life itself can make learners in everyday life to unconsciously acquire maintaining the ‘status quo’ during actions such as “educational inequality”. It is expected that this kind of examination will suggest us an improved way of “AA” for more effective and appropriate practice of French Education, and will give us an opportunity to think about the better way of teaching and learning model by “AA” in Korea.

본 논문은 쉔커(Heinrich Schenker, 1868-1935)의 소나타 형식 이론이 갖는 문제점을 그의 『자유작법』에 제시된 그래프들을 중심으로 검토하고 수정·증보함으로써 이론에 체계성과 일관성을 더하는 데에 그 목적이 있다. 『자유작법』에서 이루어진 소나타 형식에 관한 쉔커의 논의는 충분하지 못할 뿐 아니라, 때로는 그 논의를 뒷받침하는 분석 그래프들에 일관성이 부족하여 이론이 갖는 유용성과 효용성에도 불구하고 그 가치가 폄하되곤 하였다. 이에 필자는 쉔커의 소나타 형식 이론의 문제점을 ‘중단’(Unterbrechung) 패러다임의 비일관성과 재현부 논의의 부족으로 규정하고 이러한 문제점들을 포함하고 있는 그래프들에 대한 면밀한 검토를 통해 이들을 개선한 수정 그래프 들을 제시하였다. 필자의 수정 제안은 중단 기호를 첨부하거나 재현부에서 복귀하는 머리음 또는 이를 지지하는 대위의 위계를 정정하는 것에서 시작하여, 재현부의 스케치를 증보하는 방식으로 이루어졌다. 예를 들어, ‘버금딸림조 재현부’를 특징으로 하는 모차르트 《피아노 소나타 K.545》 제1악장에 대해서는 재현부의 독특한 구상을 반영한 그래프를 제시하며 머리음 복귀의 문제에 대해 논했으며, 제2주제 를 생성하는 딸림화음의 위계를 단순히 ’분할자’(divider)로 취급한 베토벤 《피아노 소나타 Op. 2/2》 제1악장은 온전한 소나타 형식 설계로 정정하였고, 재현부의 시작이 아닌, 끄트머리에 가서 야 머리음 복귀를 선택한 베토벤 《피아노 소나타 Op.27/2》 제3악장에 대해서는 그 위치 수정을 제안하였다.

박찬욱은 1992년 감독 데뷔 이래 지금까지 당대의 현실을 지속적으로 성찰하고, 이를 바탕으로 대중성과 예술성, 새로움과 낯섦 사이에서 아슬아슬한 줄타기를 해오며 자신만의 독특한 영역을 구축해왔다. 특히 2003년 개봉한 󰡔올드보이󰡕는 평단과 관객 모두의 호평을 받았으며, 이듬해 제 57회 칸 국제영화제에서 심사위원대상을 수상하였고, 2013년 미국에서는 리메이크 작품이 상영되 기도 하는 등 지금까지도 박찬욱 감독의 대표작이자 한국 영화 전체의 대표작 중 하나로 꼽힌다. ｢오이디푸스 왕｣과 󰡔올드보이󰡕는 아리스토텔레스의 󰡔시학󰡕에 입각하여 바라볼 때 그 서사구 조와 미학적 기능의 상동성이 명징하게 드러난다. 2500년이라는 시간의 차이와 동서양이라는 공간의 차이에도 불구하고 이토록 동일한 구조의 작품이 수신자들의 내면에 동질의 정서적 울림 을 불러일으킨다는 것은 현대 매체의 비극, 나아가서 문화콘텐츠의 창작에 있어서도 고대 희랍비 극의 덕목을 참작하고 반영할 가치가 충분히 있다는 것을 의미한다. 여기에서는 이 작품의 가장 큰 특성이 ‘아리스토텔레스 비극 이론의 미학적 재현’에 있다고 보고, 이에 관해 보다 구체적, 실증적으로 파악하기 위해 그리스 고전 비극의 전범인 ｢오이디푸스 왕｣과 󰡔올드보이󰡕의 상동성 을 고찰함으로써 그 대표적 양태를 ‘얽힘⋅풀림과 수수께끼의 플롯’, ‘말(言語)의 신탁과 복합적 플롯’, ‘단일한 전체와 아이러니의 플롯’의 유형으로 나누어 보았다. 한편, 극적 주체의 사회적 자질과 윤리적 자질, 그리고 ‘하마르티아’의 윤리적 측면에 관해서는 ｢오이디푸스 왕｣과 󰡔올드보 이󰡕의 재현양상이 상이하다. 고대의 수신자들에 비해 현대 수신자들이 극적 주체의 사회적 자질 과 윤리적 자질에 대해 보다 일상적이고 보편적인 수준을 요구하고 있는 것이다. 하지만 소포클 레스가 신화를 끊임없이 재생시킴으로써 헬라인들의 내면에 신성성을 회복하려 했던 것처럼, 박 찬욱의 영화에서도 비극적 주체의 파멸은 극 안에만 머물지 않고 현대인의 일상 속에 끊임없이 재생됨으로써 수신자의 내면에 연민과 두려움, 그리고 카타르시스를 불러일으킨다. 자신과 같은 수준의 사회적 자질을 지닌 극적 주체의 파멸은 그 외연을 확장할 때 일상의 파멸이며, 다시 인 간의 파괴이자 파멸이 되기 때문이다. 그리고 이 지점에서 ｢오이디푸스 왕｣과 󰡔올드보이󰡕의 정 서적 상동성은 회복된다. 󰡔올드보이󰡕는 고대 서양 문명의 핵심적 문화유산이 21세기 동양에서 현재적 가치로 재현된 것이며, 다시 서양으로 수출되며 글로벌 문화를 창조적으로 재구한 한국 영화의 우수성을 세계에 널리 알린 작품이다. 본 연구는 박찬욱의 󰡔올드보이󰡕를 아리스토텔레스 󰡔시학󰡕의 플롯 이론의 관점에서 재조명하고, 오이디푸스 신화의 직계 상속자인 소포클레스의 ｢오이디푸스 왕｣과의 상 동성을 정치하게 고찰함으로써 두 작품뿐 아니라 아리스토텔레스 이론의 현재적 가치까지 제시 했다는 것에서 나름의 성과가 있다고 할 수 있을 것이다. 단, 연구의 초점이 󰡔올드보이󰡕의 ‘영화’ 매체로서의 특성과 가치에서는 다소 벗어나 있다는 한계를 노정하고 있다. 이에 관한 연구 역시 향후 지속적으로 이루어져야 할 것이다.

자크 데리다의 해체론은 지금까지 포스트모던 담론으로서 G. W. F. 헤겔, I. 칸트 등 이성중심주의에 서 이성의 한계와 진리의 현존성의 부재, 즉 진리의 불 가해성에만 관심을 두면서 말의 유희에 고착된 비정치적이고 현실 사회에 유용 하지 않은 현학적인 사변적 학문으로 비판받아왔다. 그러나 데리다의 연구를 깊 게 진행한 학자들은 데리다의 해체론 이론이 얼마나 현실 사회에 직접적 관계 를 가지고 유효한 이론적 특을 제공하는지 인식하게 된다. 예를 들어, 데리다의 『불한당들』은 9․11 사건 이후 이라크를 재침공한 미국의 정치적 역사를 언급 하면서, 미국의 패권주의 형태를 불한당으로 묘사할 뿐만 아니라, 미국이 과거 에 아프가니스탄을 대상으로 러시아와의 간접적 전투에서 이기기 위해, 즉 미국 자신의 정치적 이익을 위해 길러낸 오사마 빈 라덴 같은 전사들이 어떻게 수 십 년 이후 미국을 직접 공격하는 관계를 가지게 되었는가를 자가면역의 개념으로 설명한다. 데리다는 패권주의의 정치적 행태가 자기를 보호하는 정책의 일환이 거꾸로 자기를 공격하는 결과적 구조를 가짐을 폭로하면서, 정치적 차원이나 개 인적 차원의모든 자기는 진정으로 타자를 품어주는 레비나스적 윤리의 차원을 가져야한다는 것을 주장하고 있다.