Social Media in the Funeral Industry: On the Digitization of Grief

Abstract

This article explores how innovations in the funeral industry borrow from the technological affordances, commercial logics, cultural norms, and affective registers of social media platforms. Based on ethnographic research of funeral industry conventions, we analyze examples of funeral planning tools, funeral service mediation, and digital memorialization products. We consider how these products aim to capture forms of data, affect, and value as part of the funeral industry’s efforts to shore up their historically intermediary relevance in the face of potential “disruption” from technological innovation, and threats of marginalization posed by shifting norms of networked grieving and commemor..