Consuming audiences: Exploring the potential link between audience development in nonprofit theatre and consumer culture

Consumer culture permeates almost every aspect of life in the United States, from shopping malls to museums. Consumer culture, then, is likely to play a role in audience development strategies for nonprofit theatre. Are there underdeveloped audience development opportunities in the intersection of nonprofit theatre and consumer culture? This thesis begins with an exploration of the theoretical link between the concepts of audience development and consumer culture. It then probes the relationship of nonprofit theatre to consumer culture in the practices of two theatres in Washington, DC. The investigation finds several missed opportunities for audience development as well as some barriers to advancing consumption practices in nonprofit theatres.