In today's multicultural society the ethnic culture is one of the main sources of spiritual and moral development of the individual. The ensuring of ethno-cultural continuity, transformation of cultural potential of ethnos into heritage of each person are necessary, because the successful preparation of new generations to real life, to creative and truly humanistic activities can not be done without the experience gained in the past. In a multicultural society the assertive communication contributes  to the efficient adaptation to different situations and development of the dialogue which is accompanied by the features of open, honest communication with their rights observance without any aggression. Assertiveness is a complex psychosocial phenomenon termed as the ability to self-promotion and asserting capabilities, to express oneself fillings and beliefs without over anxiety, to protect oneself rights without hurting the others.