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During the recent decades the number of women, who occupy leadership and administrative positions, has grown considerably. Moreover, numerous social researchers acknowledge that women are quite successful in different kinds of business. However, as men and women are different from a psychological point of view, the scholars indicate that it is also essential to divide styles and traits of leadership into more “male” or “female”. Male leadership qualities are usually regarded as more individualistic and aggressive, while female ones are soft and community-oriented (Perschel, 2009). Barbara Moran (1992), in her article “Gender Differences in Leadership”, came to the conclusion that there are small differences between men and women on this point. These differences can be considered not only as predetermined by gender but also as a result of socialization. Although there is a generally accepted idea about firmer, more competitive male and humanitarian female style of management, experts have proved that it is a stereotype. Regarding the business language, management researchers emphasize that one should remember its close link with leadership. Hence rationality, logicality, reasonableness, lack of emotionality should be the main characteristics of the business language (Conger, 1991). However, Conger (1991), in his article, points out that each business message undergoes “framing”, getting an essence, and “rhetorical crafting”, or giving the message emotional power. Consequently, it is important to mark out that to create a powerful business message, a leader needs to use such rhetorical techniques: to draw upon the mission, goals, values, and beliefs of the organization; to describe positive values, using visual images, metaphors, and stories for an audience to comprehend; to keep the message simple and repeat it; to allow emotions to surface while speaking (Conger, 1991). To sum it up, one can understand that gender differences cannot predetermine effectiveness and success of business. Training, usage of the proper rhetorical and management strategies, as well as goal orientation are highly important for all leaders.

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