MASS MARKETING

posted by James Reel

    KUAZ’s David Close and I were snickering this morning about the new underwriting announcement for Carondelet Health Network, which invites one and all to “a White Mass with the purpose of offering inspiration and guidance for those in the healthcare field.” Is a White Mass something that shows up on an MRI? Or, if we were closer to Halloween, would they be celebrating a Black Mass?
    It turns out that this White Mass is the latest trend among Catholic-sponsored health facilities. The Web site of a Tennessee health system informs ignorant little me that “The White Mass is traditionally celebrated close to the feast day of the patron saint of physicians and healthcare workers, St. Luke (October 18). St. Luke, thought to be one of the earliest converts, studied medicine in Antioch and Tarsus. It is speculated that he was traveling as a ship's doctor when he encountered Christianity.”
    Furthermore, “Though it is interesting that the term White Mass was selected for celebrating with healthcare workers who often wear white uniforms in their work, the term is actually taken from the color of vestments worn on the Feast of St. Luke.” Apparently there’s also a Red Mass for lawyers, and a Blue Mass for police. I doubt that broadcasters enlist priests as intermediaries to celebrate a Mass on our behalf; we’re in the business of erecting towers of Babel.