Socio-cultural factors influence on manifestation of familiarity communication in modern society is studied in the article. Familiarity communication is defined in the work as a specific form of speech behavior, conventionally fixed by the cultural and socio-historical practice. Research of personal speech preferences in a socio-cultural context makes it possible to substantiate the reasons for choice of certain verbal or non-verbal means with familiarity orientation, which is regulated by the level of cultural, ethical, moral and value attitudes formation of both the individual and society as a whole. It is noted that differences in familiarity communicative style use in institutional and everyday spheres of society are caused by socially determined distribution of communicants' socio-cultural characteristics and are associated with cooperative or disjunctive communication strategy implementation. The paper describes the results of empirical material analysis, which combined samples of modern speech oral statements by native Russian speakers and modern literary works fragments with examples of common ways and means of expressing familiarity, as well as the author's sociological survey. The data obtained as a result of processing indicate dependence of familiarity manifestation degree on participants' social-role or status position in communication, as well as the particular socio-communicative situation specific conditions.