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ORIENTATION TO PERSONIFICATION OF RADIO MESSAGES AS AN IMPORTANT TREND IN MODERN RADIO BROADCASTING

. The article is devoted to the issues of personification of information, factors that actual-ize this phenomenon. The influence of personalized information on the listener is investigated, the main trends in the personification of programs in modern radio journalism are identified. The features of new specializations of radio presenters are considered from the point of view of individualization of their images and changes in the personified role in changing conditions. The analysis of various techniques, expressive means, speech tactics leading in the process of personification of radio messages is carried out.