Public Opinion and the Helms Amendment

This article questions existing performing arts market segmentation practices in the United States, probing for examples of unintended exclusion and discrimination. The author critiques specific performing arts marketing scholarship and the segmentation practices that stem from it. Future growth of the performing arts industry's audiences may rest on the ability to define their composition more broadly, to be more inclusive rather than exclusive. At the same time, marketing theory, research, and practice may need to be specifically developed to meet the needs of both the performing arts industries and their audiences.