Qualitative communication is what makes the speaker understood exactly as he wants. This desire to be understood as we want - puts several conditions in front of the communication. become norms, which in society are not perceived as a necessity. For a qualitative communication you must know the language, respect the interlocutor, formulate the message correctly. Vocabulary is one of the norms used in communication. Culture must be studied as a phenomenon of communication and all aspects of a culture can be examined as contents of communication.