Socializing is so integral to hamams that it was and, to an extent, still is a hub for things like searching for daughter-in-laws to holding business meetings. Although it is not as popular as it was in its earlier days, hamams are now marketed towards tourists and part of pre-wedding rituals (women goes to the hamam with her female friends and family as a ritual leading up to the wedding).
The structure of a hamam is as such: bathers first go into the warm room where they can relax and perspire in the hot dry air and prepare to go into the hot room. The hot room intensifies the sweating and then the bather goes into the steam and massage room. A masseuse scrubs the bather down (there's lots of dead skin and invasion of personal space involved) with a rough loofah-like sponge or pebble and soap. A massage follows the washing after which the bather goes to finish relaxing in the cold room or pool (if there is one). The last room is where the most socializing would occur with music and sweets.
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