The aim of the article is to identify and systematize the causes of communicative socio-pragmatic failures in questions arising in communication, as well as to formulate recommendations for the problem solution. The author conducted the research using wide range of factual material (chosen from the media). The research methods are comparative-historical, empirical, cognitive and observational methods. Improving the skills of linguistic pragmatism is extremely important for the development of the country. The study shows that socio-pragmatic failures are caused mainly by cultural differences. In cross-cultural communication, the addressee may tolerate a grammatical error, but not a pragmatic failure. Thus, it is necessary to know the culture of a native speaker, improve the possibilities of cross-cultural communication, and thus become a more effective communicator. The theoretical significance of the study lies on an attempt to present a comprehensive analysis of cross-cultural pragmatics on the basis of languages of different systems and to identify the factors leading to failure in cross-cultural communication. Practical significance is determined by the possibility of using the results in language teaching and improving cross-cultural skills.