본 논문은 오늘날 다학제적으로 많은 관심을 받고 있는 세계기독교 에 대해, 그 형성과정에서 일어나는 세계기독교의 혼종성과 개별성의 문제를 조르조 아감벤의 잠재성 사유를 중심으로 비판적으로 고찰하는 것을 목적으로 한다. 이를 위해 먼저, ‘세계기독교는 번역’이라는 관점에 서 앤드류 월스와 폴 리쾨르의 번역론을 논의하면서, 이러한 번역론들 이 세계기독교의 혼종성과 개별성을 인정할 수 있는지 고찰할 것이다. 그리고, 바흐친을 통해 혼종성을 ‘저항적 혼종성’과 ‘윤리적 혼종성’ 그리고 ‘역설적 포월의 공간’과 ‘변화와 생성의 공간’으로 이해하고, 사이드를 통해 개별성을 ‘저항적 개별성’과 ‘윤리적 개별성’으로 이해할 것이다. 그런 후에, 위와 같은 논의를 심화하기 위해, 본격적으로 아감벤의 사유를 고찰하면서, 비식별역 관점에서 세계기독교의 혼종성 을, 잠재성 관점에서 세계기독교의 개별성을, 임의적 특이성의 관점에 서 이러한 혼종성과 개별성을 함께 사유할 수 있는지 살필 것이다. 마지막으로 이와 같은 논의를 바탕으로, 아감벤의 잠재성 사유를 중심 으로 하는 ‘세계기독교의 혼종성과 개별성에 대한 해석 모델’을 제안할 것이다.

Given the recent modest growth of the personal luxury good market and the urge to face difficulties through innovative brands’ marketing communication strategies, this paper examines the potentialities of tactical associations between luxury fashion brands and furniture design. Results indicate that there can be positive repercussions deriving from luxury fashion brands and furniture design interconnections. In particular, associations with collectable furniture design may help to define and enhance brands’ luxury values whilst providing consumers with innovative and creative luxury brand experiences. Future expectations in this market show a compound annual rate (CAGR) of 3% to 4% through 2020, to just about €280 billion. This is dramatically slower than the past fast growth experienced from the mid-1990s to the late 2000s. In this scenario, luxury fashion managers and marketers must envision new strategies to succeed and surpass competition. In order to be competitive and successful, luxury brand managers must take into account current market dynamics and find pertinent and substantial solutions. This paper shifts its attention to the identification of how in such a difficult scenario different cultural industries can meet in order to mutually enhance their circuits of value. Some studies have demonstrated that in order to meet such new global challenges, luxury fashion firms may discover strategic opportunities in art (Codignola, 2016). Given their symbolic connotation and aesthetic value, high-end furniture design items are more and more perceived as art works exchanged in art auctions or fairs, collected and purchased by collectors, exhibited in galleries or museums. At the same time, furniture design goods show some divergences from conventional art works (i.e. functionality, reproducibility, etc.) and some correspondences with fashion goods. By observing the luxury fashion sector, one may then find--for different sets of reasons--more than one interesting intersection with the furniture design sector. By taking into account the furniture design sector within its specific market features and goods, this paper argues that through furniture design LFBs can develop engaging creative and innovative brands’ marketing communication strategies. Compared to art, such strategies would be able to add value and strengthen LFBs’ luxury features even in a more effective way.