This article focuses on linguistic-culural concepts of communicative behavior in Russin and English discourses and highlights their varieties: concepts-events and attributive regulative concepts. The former are modeled as a dynamic frame – scenario of a specific situation and correspond to a speech genre / speech act. The latter, attributive concepts of communicative behavior, characterize situation as a whole. they correspond to the quality slot in a concept-event frame and are verbalized by discourse strategies or tactics.