Аннотация
The scientific article is devoted to the differentiation of anthropocentric studies that contributed to the formation of the theory of linguistic persona within the framework of a new scientific paradigm in modern language. In linguistics, the relevance of the topic is manifested in the fact that the problem of studying the linguistic persona, the reality of which is an active form of cognition of existence, acquires an ever broader scientific consideration. The nature of the linguistic persona is a complex phenomenon, and its structure is as complex as that, obviously, it is not easy to define. There are many opinions on this issue. The article provides an overview of theoretical studies in world and Kazakh linguistics concerning the theory of linguistic persona, and makes scientific conclusions based on the three-level structure of linguistic persona, classified according to the theory of Y. N. Karaulov as verbal-semantic, linguistic and pragmatic. It has been proved that external factors such as society, period, family, communication environment, educational institutions, places of culture, and mass media play a role in the formation and development of a linguistic persona, along with internal factors. The theory of «linguistic persona» is discussed by describing the theoretical reasoning and scientific views of researchers, as well as the degree of relevance and scientific significance. Keywords: linguistic persona, social sign, internal factor, external factor, literary language.