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 characteristics 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 masculinity 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 communicate in ways that are gentle, shy, or sensitive (Faiola, 2005).