The American Way of Death Revisited - Jessica Mitford [136]
The point that memorial society advocates are not only, or even perhaps primarily, interested in funeral costs was expanded by Mr. Sydney H. Heathwood, a public relations specialist in the funeral field, credited by the National Funeral Service Journal with having, years ago, “originated and developed the ‘Memory Picture’ concept which was adopted by the Joint Business Conference and became familiar to the whole profession.” Mr. Heathwood saw “the continuing growth of clerical criticism” as the fundamental problem facing the funeral men, and says that as a consequence of it, “the past few months have marked a gathering storm—more dangerous, I believe, in its potential harm to the whole profession than anything before it of the kind.”
What he found particularly devastating in the Post article was the words of Dr. Josiah Bartlett, Unitarian minister and one of the organizers of the Bay Area Funeral Society: “My people are in increasing rebellion against the pagan atmosphere of the modern funeral. It is not so much the cost as the morbid sentimentality of dwelling on the physical remains,” and “[The funeral societies] vowed to work together for simpler and more dignified funerals which are not a vain and wasteful expense and do not emphasize the mortal and material remains rather than the triumph of the human spirit.” Mr. Heathwood, in an analysis of the article, concludes: “The criticism of modern funerary refinements is not—in essence—against the costs, as such. Rather, the central part of all the criticism is against the actual goods and services which comprise the modern funeral service.” He dismisses as “woolly argument” the charges that “either the critical clergymen are hungry for the funeral director’s fees or their criticism shows that they are halfway communists or fellow-travelers.”
The National Funeral Service Journal, too, was concerned that the memorial societies might become trendsetters in funerary matters: “Unchecked in its early stages, this movement could spread to engulf much of the population, for current funeral customs are based largely on the herd instinct—the doing of a thing because all others do it and because it is the accepted thing to do.” And again: “The only thing that will change the custom is for people to become convinced that ‘it is the thing to do.’ This is what must be guarded against; this is what must be prevented.” And again:
The “average” funeral sale is representative of the lowest point or price at which a client can make a selection without feeling cheap in the eyes of relatives or friends. The current average sale … could easily be reduced considerably by the Memorial Society Movement, clergy criticism and other types of so-called reform. If others wear silk, you feel conspicuous in anything less costly; if others wear burlap, you would feel superior in gingham.
The cemeterians, watching from the sidelines, had some comments. Concept struck a discordant and unkind note:
While it is not necessary to be in agreement with the extremity of their protests, it seems significant that there are so many people who are protesting the costs of funeral services through these societies. Certainly there must be some reason for discontent and these people must feel that there is injustice in funeral prices. It is important that members of the cemetery industry realize this before rushing to the defense of the allied burial industries.
Turning the screw a notch, the writer adds, “The cemetery industry has found its