The main problem of ethical expertise in the field of culture is the lack of methodology. To solve this problem, the author of the article proposes to turn to the methodology of analytical philosophy, which starting with D. Austin introduces into the analysis of speech acts the concept of the responsibility of the speaker for a certain correlation of words and peace. It is assumed that the fundamental rules of speech are a distant prerequisite for extra-linguistic institutional structures, including morality. The article analyzes various types of speech acts (descriptions, promises, imperatives, etc.) in order to determine which moral evaluations are applicable to each such type.