Mcdonald s The World s Leading Fast Food Service...

The McDonald’s Corporation is the world s leading fast food service retailer. In 1948, This infamous fast food company initially began as a small hamburger stand in Des Plaines, Illinois. This restaurant which would soon become a market leading force. It was founded by two brothers, Dick and Mac Donald. McDonald’s currently has over 30,000 restaurants in over 100 countries. McDonalds serves nearly 47 million customers daily. It is one of the worlds most well-known brands and is a significant leader in the highly globally competitive food industry. McDonald’s has numerous social and economic influences across the world. Thus, McDonald’s has become an inherent aspect of various cultures world wide. Its menu consists of a very diverse food group. This includes foods such as; Hamburgers, Apple Pies, Sausage Biscuits, etc. McDonalds also implements locally adapted food menus. As there are McDonalds over 119 countries, the diverse cultures’ taste buds are different from European or US consumers. Although the menu may attract an array of customers, McDonald’s consistently makes minimal changes that will maximize results. As a result of many changes in the habits of many individuals world wide, competition and other factors such as the economy and profit loss, McDonalds attempts to continue new innovations and services. These attempts are in hope of maintaining old customers, attracting new customers and ultimately increasing revenue and profit. Over the past 60 years,Show MoreRelatedChannels of Distribution: McDonalds.871 Words   |  3 Pagesdistribution strategy with the underlying real life examples of McDonald s fast-food restaurants. The aim is to discuss McDonald s distribution channel and the way in which this fast-food restaurant chain gets its products to the market. In the theory of the Marketing Mix, place (distribution) determines where the product will be sold and how it will get there. In fact, as noted on www. mcdonalds.com, McDonald s is the leading global foodservice retailer, with more than 30,000 local restaurants serving nearlyRead MoreMcdonald s The World s Leading Global Food Service Retailer1409 Words   |  6 PagesSemester Paper McDonald s is the world s leading global food service retailer with over 36,000 locations in over 100 countries. More than 80% of McDonald s restaurants worldwide are owned and operated by independent local business men and women. The McDonald family moved from Manchester, New Hampshire to Hollywood in the late 1930s, where brothers Richard and Maurice McDonald began working as set movers and handymen at Motion-Picture studios. In October 1948, after the McDonald brothers realizedRead MoreMarketing Plan For The Fast Food Industry Essay1570 Words   |  7 Pagesintegration of the innovations; either through strategic influences, cultural diversity, or the technological advancements has increased. Therefore, while launching the new products or assimilating the innovative change in the business processes or services, the requirement of the market plan is perceived efficient. It is also known that the development of the marketing plan supports the businesses to integrate the unique ele ments and attract the appropriate target audience. Moreover performing theRead MoreMcdonald s A Fast Food Restaurant1173 Words   |  5 Pages McDonalds brothers started in 1941 with a unique and attractive idea by opening a fast food restaurant and it was successful, and McDonalds was said to be the first of their kind in the fast food industry which gave a great opportunity to entering the market and shortly after that dominating it for years, they almost had no barriers for entry and they were also able to crush the rivalry old classical eat-in- restaurants with their unique idea of foods that were of a good quality, quickly assembledRead MoreMcdonald s Management Principles And Reward Systems1360 Words   |  6 PagesMcDonald’s is one of the most leading food service retailers in the world, with over 35,000 local restaurants in more than 100 countries. It s renowned for its cheeseburgers, hamburgers, chicken products, breakfast meals, desserts, french fries and shakes. Maurice and Richard McDonald first established the business in 1940 in San Bernardino, California and in 1954 Ray Kroc joined, where they built t he business into the most successful food chain and has become the most loved fast food brand around the globeRead MoreBurger King Marketing Essay1183 Words   |  5 Pagesis one of the world’s leading fast food restaurants with more than 12,170 restaurants in 76 countries throughout the world. The chain offers a range of burgers, sandwiches, salads and breakfasts, french fries, soft drinks and other food items. The company generates revenue from three sources: retail sales at company restaurants, franchise revenues and property income of restaurants that BKC lease or sublease to franchisees. (Marketwatch). A product can be an idea, service, good or any combinationRead MoreOperations Management : Mcdonald s Marketing Management1435 Words   |  6 PagesSummary 2 Introduction 3 About McDonald’s 4 Process of McDonalds 4 Operations management 5 Operations managers 5 Operation strategy of McDonald’s 5 Pricing strategies of McDonald s 6 Innovation at McDonald s to improve operations and services 7 Inventory management 8 The Just-in-Time (JIT) Approach 9 Just- in-Time (JIT) Approach in McDonald’s 9 Advantages and benefits of JIT approach 10 Capacity management 11 Capacity strategies 11 McDonald s capacity strategy 11 Quality management 12 Quality managementRead MoreMcdonalds and the Hotel Industry Case Study Analysis Essay1083 Words   |  5 Pagesone of the world’s strongest and most recognizable brands for its â€Å"world’s best quick service restaurant service experience† (Vandenbosch and Mark). This case study states that McDonalds plans to extend its brand into the hotel industry by opening a hotel in Illinois. The authors look at the hotel venture’s positioning options and the McDonald’s brand extension into a different product class. In order for McDonalds to successfully extend their brand into the hotel industry, they must manage their growthRead MoreMc Donalds Maketing Strategies Essay1527 Words   |  7 Pages‘McDonalds is the worlds leading foodservice retailer with more than 30,000 restaurants serving nearly 46 million people in more than 110 countries each day. In the UK, McDonalds and its franchisees employ 70,000 staff in 1235 restaurants. This is McDonalds 30t h year of operating in the UK. http://www.mcdonalds.co.uk/?f=y [accessed 16th November] Those infamous golden arches have come a long way since being established in 1940 by Dick and Mac McDonald. Ray Kroc, credited with the chainsRead MoreMcdonald s : The Biggest Fast Food Chain2903 Words   |  12 PagesSandhu carson heppell Introduction McDonald’s is the biggest fast-food chain in the world. The McDonald’s brand is worth about 95 billion dollars U.S., which leads the next place restaurant, Starbucks, by 78 billion dollars U.S. (Statista) McDonald’s makes the most money in fast food on the planet. 27.57 billion dollars U.S. was made in revenue in 2012(Statista). Currently, McDonald’s has over 35,000 restaurants operating all over the world in over 100 countries, which adds up to serving around 100

Essay on Prison Violence - 2678 Words

When we do research on daily prison life, we come across two typical but less than ideal situations: either social imaginaries cloud our judgment or information provided by the prisons themselves hide certain weak or bad aspects that they do not want to make public. We can also find information on TV, but most of the time it either exaggerates or minimizes the facts. In order to obtain more reliable information, we have to have access to people who are working or have worked in this institution, and such will be the sources of this essay. We will be describing and giving examples of prison violence according to three types of violence: sexual, physical and psychological violence. First of all, one of the types of prison violence - which†¦show more content†¦If the newcomer is heterosexual the typical practical joke consists on one hardened criminal tricking him or her to have sex under the pretext of protecting the newcomer against other prisoners if they do so. It is a crue l joke because the joker has previously informed several people what the newcomer will do. The heterosexual loses his dignity because from that moment on he or she will be seen as homosexual or bisexual, anyway, as a weak, coward and fearful person. If the newcomer is a rapist, he or she wont be lucky. It is incredible, but all types of prisoners -except for rapists- really loathe rapists. Prisoners will take revenge for what rapists have done to society, and this revenge will be even worse if they were imprisoned due to rape of children or elderly people. As it was stated before, prison sexual violence can also be performed by paying for sex or sexual favors. There are two types of payment: drugs or benefits. If the prisoner is a drug addict, he or she will need to satisfy his or her addiction, so the addict will have to sell his or her body in order to get money to pay for the drugs which can only be acquired from prisoners who have more power or who belong to a powerful gang or g roup in prison who can acquire the drugs. Prisons are as micro-societies where all the negative values are exacerbated and the positive ones reduced. As in all societies, there is also a market, illegal and difficult to beatShow MoreRelatedViolence in Prisons2027 Words   |  9 Pageswant to go to prison. One of the main reasons is the violence, and this violence occurs in every prison around the world. Violence can be attributed to rape, overcrowding, gangs and to the particular justice systems. These justice systems include such countries as Brazil where violent episodes that include beheadings have occurred. Much of the prison crisis has been blamed on delays in the country’s legal system. This is because of how inmates receive extended sentences and poor prison managementRead MorePrison Gang Integration And Inmate Violence1400 Words   |  6 PagesIntroduction The reality of prison gangs cannot be over look. Many inmates join gangs for safety and protection during their incarceration. â€Å"Prison gangs is an organization which operates within prison systems as a self-perpetuating entity, consisting a group of inmates who establishes and organize chain of commands† (Pyrooz Mitchell). They also are governed by an established prison code. Research has shown that prison gangs have effects on non-gang members and the prison system. I will examine tenRead More No Prison Time for Juvenile Crime and Violence Essay882 Words   |  4 Pages No Prison Time for Juvenile Crime nbsp; Students are shooting up schools across the country. Kids as young as twelve and thirteen are being convicted of murdering their peers. Right here in Hanover, two teens have been charged with the murders of Dartmouth professors. Although juvenile crime across the country may not be on the rise, high publicity, headline-grabbing juvenile-perpetrated homicides certainly are. nbsp; Prosecutors, attempting to satiate public demand for justice, haveRead More Gangs and Violence in The Prison System Essay2007 Words   |  9 PagesGangs and Violence in the Prison System Introduction Gang violence is nationwide and is one of the most prominent problems in the prison system today. Gangs are known to attempt to control the prisons/jails, instill fear within the prison system and throughout the society, and bring negative attention to the system. â€Å"Gang affiliated inmates comprise about 18 percent of the 18000 inmate population.†(Seabrook) A growing numbers of inmates and a large amount of them serving longer sentences forRead MoreTorture and Custodial Violence in Prisons12554 Words   |  51 PagesNational Human Rights Commission, New Delhi, India Project Report On â€Å" Torture and Custodial Violence in Prisons â€Å" Submitted By- Yashwardhan Pratap Singh 1st year, B.A.LLB Course, Jindal Global Law School, O.P. Jindal Global University, Sonipat, Haryana. Report on - The Custodial Violence and Torture In Prisons: Can it be justified even if done for a greater good? Where to draw the line between the autonomy of the police and the rights of the prisoners ? Basic StructureRead MoreHow Prison Life Really Works Essay1305 Words   |  6 PagesHow prison life really works Prison life is much harsher than jail. In prison you stay inside until you are done with your sentence or until you die; jail is nothing compared to prison. Each prisoner is locked out from the outside world. Each inmate is in there for different crimes they have committed outside and inside the prison. It is very interesting to see how the inmates survive in prison and how they adapt to their new lives because in prison they are blocked from the outside world. TheRead MoreA Report By Mother Jones Reporter Shane Bauer Essay1475 Words   |  6 PagesJones reporter Shane Bauer, who worked as a prison guard for four months to research his article, says that one fifth of prison inmates have been physically assaulted by another prisoner or a guard. Between 3% and 9% of male inmates say they have been sexually assaulted behind bars suggesting that up to 180,000 current inmates may have been sexually assaulted of which only 8,800 cases have been officially reported. Women, who form 7% of the total prison population, have higher figures for sexual victimizationRead MorePrisons Are A Violent Dangerous And Hospitable Place For Any Person1666 Words   |  7 Pages Prisons are a violent, dangerous and hospitable place for any person. A significant amount of academic research and literature exists on the underlying causes of prison tension, violence and misbehaviour within the prison system. Pre 1950 violent outbreaks in the where a largely rare occurrence. Post 1950 violence and riots become a more common occurrence within the prison system. Literature around this issue suggests three main theories of approach when examining the fundamental causes of prisonRead MorePrison Is The Most Common Form Of Criminal Punishment1289 Words   |  6 PagesINTRODUCTION: A prison is a facility that holds offenders who have been convicted, or found guilty, of serious crimes. The government use prisons to keep them in the custody of the state and under a controlled environment for a certain amount of time, which varies depending upon the circumstances of their confinement; also, these facilities are used to separate them from society. Prisons propose education and health care to their inmates, but also offer danger to them. Prisons are a serious placeRead MoreThe Code And Norms Of Prison1146 Words   |  5 PagesPeople who suddenly find themselves sentenced to prison usually face a great deal of fear and uncertainty. These feelings stem from the differences that an inmate experiences versus how a â€Å"civilian† experiences life on the outside of prison. Accepted societal norms put aside for the codes and norms of prison inmates. Examples of the different experiences can be found when the convicted person first enters the prison. There are a series of steps they take through the processing center and they

Social Psychology Perspective and Collaboration

Question: Discuss about the Social Psychology Perspective and Collaboration. Answer: Introduction The student was assigned a registered nurse who was supposed to guide her through the practice in the health facility. However, there are instances that conflict arose between us regarding my practice. This conflict resulted from lack of effective communication. Effective communication is paramount in nursing practice. Ideally, the way in which nurse interact and communicate has a strong bearing on the patients recovery and experiences. Effective communication impacts on the quality of care provided to the patient (Bays et al., 2014). Additionally, effective communication among nurses is vital in developing mutual relationship that improves the nursing practice. There is a plethora of literature that touches on communication framework that can be used to create and ensure proper and effective communication. This paper is seeking to apply the analytical framework for communication that was developed by Walker and Avant to address the issues that are canvassed in the case study. Interpersonal Communication Effective interpersonal communication is affected by numerous factors. These factors include the willingness of nurses to share information promptly (Kourkouta Papathanasiou, 2014). In a clinical setting, nurses should be able to express their fears openly. The expression of desires and wants should be openly expressed. It suffices to point out that nurses are supposed to share among themselves the nature of skills that they possess and those that they lack (Thomson, Outram, Gilligan, Levett-Jones, 2015). Sharing information about ones skills is imperative when assistance from colleagues is sought. Interpersonal communication can be aptly described as the communication and interactions involving individuals in a workplace (Pfaff, Baxter, Jack, Ploeg, 2014). Interpersonal communication works best in cases where individuals know each other very well. This fact means that in interpersonal communication, people share a lot. Interpersonal communication requires active listening so that the information can be understood correctly. The strength of interpersonal communication is a pointer to a cohesive workforce and a determinant of success in workplaces (McCabe Timmins, 2013). It is paramount to note that retracting words after they have been spoken is not possible because the damage will have been done. Therefore, before communicating anything, it is imperative to weigh the possible repercussions. Analysis of Scenario and Ineffective Communication In the scenario, it is imperative to point out that is a strained relationship between the registered nurse and the student nurse. It is clear from the scenario that effective interpersonal communication was not effectively done. The registered nurse appeared to be very arrogant to the student nurse. In fact, this arrogance is displayed right in front of the patient. The breakdown in communication makes the patient to be much more worried about his condition. Additionally, the student nurse finds it impossible to learn effectively. As a result of the ineffective communication, the student nurse has lost confidence in himself/herself. To this end, the student nurse may fear expressing his/her strengths and weaknesses. Therefore, from this scenario it can be understood that the registered nurse who has experience in the nursing practice has failed in providing professional guidance to the young nurse. There are several elements of ineffective interpersonal communication. One such element is lack of maintaining eye contact (Matziou et al., 2014). It is paramount to note that interpersonal communication requires that both parties keep eye contact in order to gather any other non-verbal cues. Maintaining proper eye contact in interpersonal communication shows the level of interest when communicating (Foronda et al., 2014). In this scenario, the registered nurse appeared to have bulged into the room and ambushed the student nurse by hurling insults that results in the loss of dignity to the later. Additionally, maintaining good eye contact becomes imperative in fostering interpersonal relationships in a workplace. Through proper eye contact, nurses are able to establish strong professional relationships where they can learn to share their abilities. It suffices to point out that lack of eye contact shows much disinterest in communication. In situations where people communicate and yet they cannot face each other waters down the importance of the message (Williams, Ilten, Bower, 2016). Ineffective communication is further strengthened by lack of active listening (Kourkouta Papathanasiou, 2014). It is vital to note that in order for people to communicate effectively, they must listen to one another actively. In active listening, the listener always pays keen attention to what he/she is being told. Actively listening may require note taking for purposes of reference. In this scenario, both the registered nurse and the student nurse had no active listening. The registered nurse just appeared and started hurling insults and behaving unprofessionally. The registered nurse only appeared to be barking orders to the junior nurses. This case presents imbalances that seems to exist between the registered nurse and the student nurse. In promoting effective communication, people should always be sensitive to each persons feelings and aspirations (Williams, Ilten, Bower, 2016). Additionally, registered nurses have the competency to communicate effectively, they are in a posit ion to impart knowledge (Williams, Ilten, Bower, 2016). This attribute is essential in making that the patients under their care are able to make informed decision and choices (Doherty et al., 2016). Further, competencies associated with effective communication helps nurses to relate with each other without problems. There is need to ensure that information between nurses is passed properly, accurately, and clearly to enhance teamwork (Matziou et al., 2014; Williams, Ilten, Bower, 2016). Teamwork is important in promoting continued care, improve patient outcomes, and minimize risks to patients. The use of verbal mode of communication is considered to be very effective in communication. Communication should also focus on the use of non-verbal communication cues such as the body language (Foronda et al., 2014). Poor communication leads barriers that creates a feeling of alienation among young nurses and patients in a health facility. The behavior of the registered nurse to reprimand the young nurse in front of the patient was not good professionally (Bagnasco et al., 2016; Foronda et al., 2014). As a result, patients are often left complaining of poor services and care in the hands of nurses. There is a lot of evidence that suggest that poor communication contributes to negligence, neglect, and increased cases of malpractices among nurses (Bays et al., 2014). Additionally, insufficient time leads to inability to implement effective communication in many clinical situations (Matziou et al., 2014). Nurses are required to develop proper interpersonal relationships. This relation ship is reflected on the ability of nurses to ask relevant questions kindly (Kourkouta Papathanasiou, 2014). Additionally, it has to do with the provision of information in a manner that shows interest, do not scare, creates feelings of trust, harmonious relationship, and acceptance (McCabe Timmins, 2013). Effective communication in a clinical setting canvasses the ability to ensure expression of concerns for fellow nurses and patients (Williams, Ilten, Bower, 2016). Application of the Framework In the scenario, the registered nurse should have used the right strategy to ensure proper communication. There are some important aspects that the registered nurse should do to avoid communication breakdown in the clinical setting (Kourkouta Papathanasiou, 2014). There are several ways in which the analytic framework for communication can be applied to contribute to effective communication. Nurses should improve their verbal communication skills (Foronda et al., 2014; Bays et al., 2014). This can be done through effective use of strategies to curb a possible fall out in communication. Nurses ought to be encouraged to apply and use friendly language when communicating with each other (McCabe Timmins, 2013). Additionally, nurses must learn how to use euphemistic words to avoid instances of displeasure among them. It is imperative that nurses should employ some level of comfort in communication. Furthermore, nurses should learn to use non-verbal cues in communication (Bagnasco et al., 2016). In this scenario, the registered nurse should have used non-verbal skills to communicate with the young nurse without necessarily drawing the attention of the patient. The use of non-verbal skills requires that nurses increase their awareness of body language (Kourkouta Papathanasiou, 2014; Kourkouta Papathanasiou, 2014). In this regard, a fellow nurse can be able to effectively interpret and read the emotional and physical signs. Nurses are supposed to be honest and respectful to their colleagues and should learn to correct one another in a professional manner. Additionally, nurses should learn to manage their voices. In voice management, nurses should use appropriate intonation and pitch (Doherty et al., 2016). This helps in the establishment and maintenance of rapport between nurses. Voice management is critical in communication as it enables nurses to communicate effectively (Matziou et al., 2014; Williams, Ilten, Bower, 2016). It is vital to point out that yelling at each other in a clinical setting compromises the quality of health services. In communication, it is important to share ideas and help each other to learn. Effective communication provides a perfect environment where novices can learn from expert nurses (Matziou et al., 2014; Bays et al., 2014). It is imperative to note that communication is central in building strong working relationship among nurses. Trustworthiness and confidence are key in striking power balance between nurses. Moreover, effective communication should be culture sensitive (Kourkouta Papathanasiou, 201 4). Cultural competence is required in nursing more so in cases where transcultural communication is concerned. Conclusion Nurses play an important in the provision of healthcare. Nurses are integral in caring for patients. It suffices to point out that a nurses who joined a health facility recently lacks the confidence and as such is often prone to pressure. This situation may lead to affect the optimal function of the teams. It is important that effective communication is practised among nurses. When there is proper communication, confidences among nurses is enhanced and patients are given the best healthcare. Ideally, communication has a positive influence on patients treatment and recovery. There is need to encourage nurses to communicate effectively. Effective communication contributes to satisfaction between nurses and their patients. It is imperative to note that registered nurses should be able to assist junior nurses to learn all the competencies in nursing. In a nutshell, communication is at the core of good nursing practice as it creates confidence among nurses for efficient healthcare. References Bagnasco, A., Tolotti, A., Pagnucci, N., Torre, G., Timmins, F., Aleo, G., Sasso, L. (2016). How to maintain equity and objectivity in assessing the communication skills in a large group of student nurses during a long examination session, using the Objective Structured Clinical Examination (OSCE). Nurse education today, 38, 54-60. Bays, A. M., Engelberg, R. A., Back, A. L., Ford, D. W., Downey, L., Shannon, S. E., ... O'Connor, K. (2014). Interprofessional communication skills training for serious illness: evaluation of a small-group, simulated patient intervention. Journal of palliative medicine, 17(2), 159-166. Doherty, C., Landry, H., Pate, B., Reid, H. (2016). Impact of Communication Competency Training on Nursing Students Self-advocacy Skills. Nurse educator, 41(5), 252-255. Foronda, C., Gattamorta, K., Snowden, K., Bauman, E. B. (2014). Use of virtual clinical simulation to improve communication skills of baccalaureate nursing students: a pilot study. Nurse Education Today, 34(6), e53-e57. Kourkouta, L., Papathanasiou, I. V. (2014). Communication in nursing practice. Materia socio-medica, 26(1), 65. Lambert, V., Keogh, D. (2014). Health literacy and its importance for effective communication. Part 1. Nursing children and young people, 26(3), 31-37. Matziou, V., Vlahioti, E., Perdikaris, P., Matziou, T., Megapanou, E., Petsios, K. (2014). Physician and nursing perceptions concerning interprofessional communication and collaboration. Journal of interprofessional care, 28(6), 526-533. McCabe, C., Timmins, F. (2013). Communication skills for nursing practice. Palgrave Macmillan. O'hagan, S., Manias, E., Elder, C., Pill, J., Woodward?Kron, R., McNamara, T., ... McColl, G. (2014). What counts as effective communication in nursing? Evidence from nurse educators' and clinicians' feedback on nurse interactions with simulated patients. Journal of advanced nursing, 70(6), 1344-1355. Pfaff, K., Baxter, P., Jack, S., Ploeg, J. (2014). An integrative review of the factors influencing new graduate nurse engagement in interprofessional collaboration. Journal of advanced nursing, 70(1), 4-20. Thomson, K., Outram, S., Gilligan, C., Levett-Jones, T. (2015). Interprofessional experiences of recent healthcare graduates: A social psychology perspective on the barriers to effective communication, teamwork, and patient-centred care. Journal of interprofessional care, 29(6), 634-640. Williams, K. N., Ilten, T. B., Bower, H. (2016). Meeting communication needs: topics of talk in the nursing home. Journal of psychosocial nursing and mental health services, 43(7), 38-45.

Contrast in Conrads Heart of Darkness free essay sample

Conrad uses contrast in his novel â€Å"Heart of Darkness†. Conrad would use contrast to convey meaning in his writing. Not only did contrast help convey meaning, but he also used it to show feelings. Of the many contrast in â€Å"Heart of Darkness† the difference of light and dark and the difference between the Thames River and the Congo River are the most obvious. The biggest contrast in â€Å"Heart of Darkness† is the difference between light and dark. London represents the light. London is in civilization, and if London represents the light, then civilization also has a big thing to do with light. The light represents everything that everyone has learned in their life, whether it was through experiences or through other peoples mistakes. On the other side there is the darkness. Africa is the main representation of darkness. Africa was uncivilized territory that everyone wanted to explore, but the darkness frightened people. We will write a custom essay sample on Contrast in Conrads Heart of Darkness or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Everything that happened in the darkness, â€Å"cannibals† and â€Å"savages† prowled the darkness, awaiting travelers. Africa is the heart of darkness. The contrast of the Thames River and the Congo River is also big in the story. The Thames is characterized as calm. Like the light the Thames represents good. The light from London makes sure the river is seen and nothing is cryptic about the river. On the other hand, the Congo is a dark, cryptic river. It is a place of evil. The contrast of these two rivers is the difference between the good and the evil, and light and dark. The Thames is peaceful and tranquil; it symbolizes light and civilization. The Congo is wild and barbaric; it symbolizes the dark and everything uncivilized and frightening.