A security guard standing at the gate of store in a mall greets every customer entering or exiting. He has to smile every time irrespective of his emotional state. Moreover, he cannot afford anything being sold in the store. As a sociologist how would we refer to this situation.

Alienation

The correct answer is option 4: Alienation

As a sociologist, this situation is best described as alienation, a concept introduced by Karl Marx. It refers to the feeling of disconnection or estrangement that workers experience in capitalist systems, especially when they perform repetitive tasks without emotional involvement. In this case:

• The guard is forced to display emotions (a smile) regardless of how he feels, which reflects emotional alienation.

• He is economically alienated, as he cannot afford the goods in the store where he works.

• He is disconnected from both the products and the purpose of his labor.

Commodification: This refers to the process of turning something into a commodity, something that can be bought and sold. While the guard's emotional labor is commodified, the situation described encompasses more than just that; it includes his lack of access to the goods he's guarding and the broader sense of disconnection.

Inhumanisation: Refers to treating individuals without dignity or humanity, which is not relevant here.

Proletarianisation: This refers to the process by which people become part of the proletariat (the working class), often losing ownership of their means of production. While the guard is clearly part of the working class this term doesn't specifically capture the emotional and consumer aspects of the given situation as well as alienation does.