This article analyzes the characteristics of performative language model presented in the writings of the late Wittgenstein. The content of performative language model boils down to three main statements: the words produce action; meaning of the utterance is not transmitted directly through the literal expression; meaning apprehended in use. The paper discusses the methodological possibilities and heuristic value of the performative approach to language for the study and analysis of culture. It is proved that the change of view of language affects the way the conceptualization and research of cultural and social phenomena. Study and generalization of cultural facts, so called local, is a condition for the conceptualization of culture and the formation of ideas about it. You can not directly perceive culture in its entirety, as well as any other macrostructure. In fact, the researcher has to deal with numerous “local” culture. Wittgenstein recommendation is to carefully observe the communicative situation, analyze specific cases of the use of linguistic expressions for understanding the value of culture terms. The authors argue that the phenomenon of culture associated with it ontological and epistemological problems require a rethinking of its competency-based model of the performative use of language.