Masculine vs. Feminine Cultures: Distinctions & Communication Styles

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  • 0:03 Cultural Behaviors
  • 1:18 Masculine Cultures
  • 2:51 Feminine Cultures
  • 3:39 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
A presenter should understand both masculine and feminine cultural characteristics. In this lesson, you will learn the difference between the two cultures and how to use that knowledge to create a message that will be received successfully.

Cultural Behaviors

A speaker needs to understand every facet of a culture before presenting his message in order to be properly prepared. In this lesson, you will learn how different cultures lean towards different acceptable behaviors in how they act. The difference between masculine and feminine cultures and how communication styles need to be adapted for each behavior will be discussed.

A masculine society has traits that are categorized as male, such as strength, dominance, assertiveness, and egotism. Feminine society is traditionally thought of as having conventional traits, such as being supportive, caring, and relationship oriented. Each type of society will respond differently, as an audience in the business world. A communicator needs to comprehend the different cultures and tailor his/her message in either a masculine or feminine way depending upon the audience.

Our focus will be on Patty White, whose job is to present to companies in order to gain financial investments for her firm, The Children's Club. The Children's Club builds homes that help educate and train disadvantaged youths across the globe. Let's understand how she crafts her message to get clients to invest.

Masculine Cultures

A masculine culture is made up of male gender roles that focus on values such as money, success, and competition. These cultures consist of a need for power, assertiveness, dominance, and wealth and material success.

Businesses that are built on this type of culture feel that financial success and winning in the corporate world determine a successful and profitable business. This type of culture believes that success equals money. Companies win or beat the competition by making the most money. When preparing a message to a masculine-cultured company, a speaker would want to target the ideas of achievement, success, and financial gain.

Patty has developed a specific presentation for her company that targets this type of potential investor. She explains how investing in The Children's Club offers great public relations to a company and also a high rate of return. This type of company is not interested in improving its own internal traits or helping others, so Patty avoids mentioning those factors in her presentations.

Mexico, Japan, and Italy are examples of countries with masculine cultures. The U.S. falls closer to a masculine society than a feminine one due to the emphasis on financial success, power, and dominance. A prime example would be the view of how Wall Street in New York operates. It is a masculine-dominated culture known for financial obsession.

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