Real Communication An Introduction

130 Part 1  Basic Communication Processes

anxiety about the unknown means that these cultures are comfortable with a

variety of communication styles, are more tolerant of differences of opinion, and

have fewer formal rules for behavior (Hoeken et al., 2003).

Masculine and Feminine Orientations

The masculinity or femininity of a culture refers to the way an entire culture

(including both men and women within the culture) values and reflects charac-

teristics that have traditionally been associated with one sex or the other. Thus,

a masculine culture—sometimes referred to as an achievement culture—places

value on assertiveness, achievement, ambition, and competitiveness (Hofstede,

Hofstede, & Minkov, 2010). Men and women in such cultures also usually make

clear distinctions between the sexes, such as expecting more aggressiveness in

men and more passivity in women.

Highly feminine cultures—sometimes referred to as nurturing cultures—

place value on relationships and quality of life. Such cultures prize affection,

friendliness, and social support between people over assertiveness. Scandinavian

cultures (such as Sweden and Norway), as well as Chile and Portugal, tend to

rank high in femininity, whereas Mexico, Japan, and Italy tend to be high in

masculinity.

When discussing masculine and feminine orientations, remember that

individual men and women within each culture vary in how they may value mas-

culinity and femininity (Tripathy, 2010). For example, Japan ranks as a highly

masculine culture, yet in recent years many Japanese men have been embracing a

less restrictive view of masculinity. Analysts note that these men may communi-

cate in ways that are gentle, shy, or sensitive (Faiola, 2005).

Highest

Scores

Lowest

Scores

English-Speaking

Countries

(e.g., U.S.,

Great Britain,

Australia)

Latin American

Countries

(e.g., Ecuador,

Panama,

Guatemala)

Asian

Countries

(e.g., Philippines,

Malaysia,

Hong Kong)

Arab Countries

(e.g., Saudi

Arabia,

Egypt,

Iraq)

Communication and Cultural Variation

Power Distance Individualism Uncertainty Avoidance

FIGURE 5.2
COMMUNICATION AND
CULTURAL VARIATION
Source: Adapted from
Hofstede, Hofstede, &
Minkov, 2010.