COMMUNICATIVE COMPETENCE OF A TV ANCHOR: THEORETICAL FOUNDATIONS OF VERBAL AND NONVERBAL COMMUNICATION
The article analyzes the theoretical and practical aspects of communicative competence of TV presenters. The study considers
speech culture, the ability to establish effective communication with the audience, and the skill of delivering information clearly
and persuasively as the main components of communicative competence. Special attention is paid to the role of verbal and
nonverbal means of communication such as facial expressions, gestures, intonation, proxemics, and paralinguistic elements in the
process of television communication. The article also emphasizes the importance of maintaining the purity of the native language,
observing literary language norms, and continuously developing communicative competence in journalistic practice
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