GAYA KOMUNIKASI PENYIAR PADA PROGRAM TAKIS SORE DI 101.3 MFM RADIO (Analisis Gaya Komunikasi Berdasarkan Teori Communication Style Measure Robert W. Norton)

The role of a radio announcer has expanded with the development of technology and changes in the media landscape. The importance of radio announcers' communication styles in building program appeal and maintaining listener interest in the era of digital media competition. This study aims to explain the communication styles often used by announcers in presenting the Takis Sore program on 101.3 MFM Radio to attract listeners. The main theoretical study uses the Communication Style Measure (CSM) by Robert W. Norton (1978), which explains how individuals convey messages in communication influenced by personality, attitude, and specific situations. This theory is supported by the qualifications of announcer M. Asep Syamsul Romli. The method used is descriptive qualitative with a field approach, using observation, in-depth interviews, and documentation techniques, as well as Miles and Huberman's data analysis model. The results show that both announcers, Eliss and Rindra, are able to attract listeners by applying five dominant communication styles, namely Impression Leaving, Open, Dramatic, Friendly, and Animated. The application of these styles creates interactive, expressive broadcasts that build emotional closeness with listeners. This study concludes that the CSM theory can be adapted well in the context of radio communication and proves that the success of a broadcast program is not only determined by the content of the message, but also by the announcer's ability to manage their communication style professionally and contextually