Date of Award
2026
Degree Type
Dissertation
Degree Name
Doctor of Business Administration (DBA)
Department
General Business
First Advisor
Jessica Strübel
Abstract
Broadway represents the pinnacle of live theater in the USA, generating billions of dollars in revenue and serving as an international cultural icon. Despite Broadway’s prominence, it faces challenges stemming from its reliance on a relatively homogeneous audience base and a changing market. One determinant of both financial and critical success is casting. Casting also significantly impacts audience perceptions and acceptance. The recent success of Hamilton: An American Musical and Six: The Musical juxtaposed with the failure of 1776 have sparked discussion and interest into how to best utilize non-traditional casting as a strategy to broaden Broadway Audiences. This dissertation examines the role of non-traditional casting through the lens of character, actor, and audience identity and how racial historical congruency impacts audience perceptions. This dissertation addresses these issues through three studies: a qualitative observation of Six: The Musical, an experimental manipulation of actor-role historical role congruity, and in-depth interviews with Broadway musical theater fans. Together, these studies provide insight into how casting practices intersect with audience identity and perceptions to influence Broadway’s evolving model.
Recommended Citation
Worthington, Conwell III, "THE ACTOR, THE CHARACTER, AND THE AUDIENCE: THE IMPACT OF RACIAL ALIGNMENT ON THEATER AUDIENCES" (2026). Open Access Dissertations. Paper 4556.
https://digitalcommons.uri.edu/oa_diss/4556