Candidate of Psychological Sciences, Associate Professor, Department of Psychology, Volgograd State University

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Student, Institute of Natural Sciences, Volgograd State University

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Abstract. The article represents the results of empirical study of gender differences in the strategies, tactics, importance and effectiveness of self-presentation. Participants (25 women and 25 men) completed self-report measures of self-presentation (self-presentation tactics scale), self-control (self-monitoring scale), importance of self-presentation in various fields of communication. The results indicated that feminine individuals are significantly more likely to use defensive tactics of self-presentation, such as an “apology” and a “supplication”. They also use the strategies of “attractive behavior”. Masculine individuals are more likely to use the strategy “power influence” and the corresponding tactic “intimidation”. Androgynous individuals are significantly more likely to use the strategy “refusal” and some other tactics, such as “excuse”, “justification” and “denying responsibility”. It was revealed that the self-presentation is more important for feminine and androgynous individuals, than masculine individuals. In addition to this, self-presentation in the family is

more important for androgynous individuals, while in professional and interpersonal spheres self-presentation is very important for feminine individuals. Gender differences do not affect the effectiveness of self-presentation. The results reflect the stereotypical characteristics and social expectations regarding the conduct of a person of a particular gender.

Key words: gender, masculinity, femininity, androgyny, self-presentation, strategies and tactics of self-presentation, efficiency of self-presentation.