An analysis of current thought leadership content shows that the majority of it – 58% – uses a male tone of voice. Just 37% is female, with the rest neutral. However, an overly male tone in thought leadership content can undermine its ability to foster collaboration – an issue identified as one of the key reasons for doing thought leadership in the first place.
Academic studies show that a typically male tone of voice in written content can discourage collaboration. It tends to be assertive and dominant. In comparison, the female tone of voice typically demonstrates ‘affiliative’ language, which seeks to connect with the reader in an attempt to be collaborative and inclusive.
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