ROLES PERFORMED BY PERSONALITY IN COMMUNICATIVE ACTIVITY

In the article, it is noted that the communicative activity of the personality depends on his social activity, communicative potential and the selection of informational values. The article also mentions that communicative activity is a specific cultural form of communication, it implements interpersonal live information exchange through symbols. In this process, information is transmitted purposefully. The interaction between people is carried out according to certain values and social norms. Communicative activity is a prerequisite for the organization and formation of the communicative potential and ability of the personality, it is a set of his information and communication rights. It creates a commonality of values and regulates informational relations between people. Communicative activity does not create any product, it only serves other types of human activity, increasing the efficiency of the latter. It is the process of production and assimilation of new knowledge and information based on methods and means of creative activity. The participation of the personality in the communicative activity means his cooperation with other people. In this way, he enters social groups, initial collectives and becomes a real participant of joint cooperation. Saving working time by using new communications and computer technologies becomes the main value in the communicative activity of a modern personality. The efficiency of the labor process depends on the correct organization of communicative activity, a functioning mechanism of interpersonal interaction, equal cooperation and dialogue with the partner. Dialogue is the method of realization of communicative demand and the form of expression of that demand, the culture of listening to the interlocutor. The scientific article mentions that communicative activity is one of the most important conditions for any kind of joint activity.