Even now there are many men who like modest women.
The kanji and the word are exactly the same. That means they share meanings as well.
Since this word consists of a kanji with hiragana attached, you can bet that it will use the kun'yomi reading. You didn't learn that reading with this kanji, so here's a mnemonic to help you:
If you're trying to be graceful and polite you have to cut certain words out of your vocabulary. The number one being sh*t (しと). You can't say you need to "go take a sh*t" during an international conference or a fancy dinner! You need to be modest and not use that word, geez.