Branding in the American funeral industry

Abstract

This article explores the ways in which interpassivity, as conceptualized in the work of Robert Pfaller and Slavoj Žižek, can contribute to understanding the role of brands in today’s commodity form. Interpassivity, like interactivity, implies an active relationship between an actor and an external entity. Interpassivity, however, suggests that the actor is active in order to take on a passive role. As it is used here, it refers to a condition in which a consumer actively delegates her or his emotional expressions to a brand. The integration of brands in funerals is appealing given the abject nature of deathcare, the affective intensity of dealing with loss, and the increasingly rationalized role of the funeral industry in deathcare. Based on a multi-sited ethnography, the author discusses the ways in which brandscapes are becoming more widespread in funeral products and services and are even contributing to ‘themed’ funerals and funeral settings. The author argues that these developments are conducive to conditions of interpassivity and they further the ongoing colonization of capital into human emotion.