Ethos

Elements of Ethos

• Credibility & Trust: Ethos hinges on the perceived credibility and trustworthiness of the communicator and is established through expertise, honesty, integrity, authority, and sincerity. 

  • Credentials & Qualifications: Advanced experience, degrees, credentials, knowledge, or special training appropriate to the topic.

• Moral Character: Honesty, fairness, goodwill toward the audience, and a sense of shared values.

Types of Ethos

1. Situated (External) Ethos

   1. • A speaker's character, position, authority, standing, and reputation in the real word.

2. Invented (Internal) Ethos 

   1. • Written Language: The communicator's persona or image expressed in a text by language, allusions, metaphors, structure, pacing, content, tone, and connection with the reader.

      • Spoken Words: The communicator's gravitas developed by her physical appearance, tone, pacing, verbal inflection, gestures, eye contact, posture, and movements. 

Building Ethos

• Expertise & Authority: Communicators establish ethos by showcasing their knowledge, expertise, qualifications, or experience in a particular field.

• Goodwill & Empathy: Demonstrating goodwill towards the audience by showing empathy, understanding their concerns, and addressing their needs fosters a positive ethos.

• Language & Tone: Employing respectful language, diction, and style with a sincere, empathetic tone.

• Ethical Communication: Presenting facts and arguments fairly and without intentional obfuscation, bias, trickery, omission, or deceit.

• Virtuous Intention: Demonstrating the intention to solve a problem or debate in accordance with truth, utility, and the collective good of the stakeholders. 

Demonstrating Ethos

According to Aristotle, communicators develop credibility by demonstrating:

2. 1. Sagacity: One's knowledge of the issues, wisdom, expertise, insight into the ways of the world).

   2. Moral Character: Moral excellence, credibility, justice, self-control, common sense)

   3. Goodwill: Concern for the audience's survival, emotional state, and growth.

Ethos vs. Ethics

The term ethos and the modern English word ethics share a common origin and have overlapping meanings, but they are used in different contexts.

• Common Origin: Both ethos and ethics derive from the same Greek word "ἦθος" (êthos), which means character or custom. 

• Modern English: In contemporary usage, ethics refers to the principles of right and wrong that guide an individual's behavior. 

• Rhetorical Appeal: In rhetoric, ethos refers to the credibility, character, and authority of the speaker or writer.

• Common Intention: Ethos is linked to ethical communication which prioritizes honesty, transparency, and integrity in to establish trust. 

Analyze Ethos 

1. Credentials & Background

   1. • Expertise & Knowledge: Does the speaker have credentials, experience, or expertise on the topic?

      • History & Track Record: Consider the speaker’s past actions, achievements, or consistent behavior that establish his or her reliability.

2. Reputation & Standing

   1. • Public Perception: Analyze how the speaker is perceived by the audience and society at large. Are they generally viewed as trustworthy and credible?

      • Affiliations: Are they associated with respected organizations, institutions, or figures?

3. Gravitas & Trust

   1. • Appearance & Demeanor: Does the speaker appear confident, sincere, and composed?

      • Body Language & Presentation: Does the speaker’s appearance, body language, and overall presentation transmit confidence and trust?

      • Character & Ethics: Examine any indications of the speaker’s moral character, honesty, and ethical standards.

4. Language & Tone

   1. • Formal vs. Informal Language: Determine whether the language used is appropriate for the audience and context. Language should be tuned to the audience.

      • Language & Tone: Does the speaker employ respectful language, diction, and style with a sincere, empathetic tone?

      • Confidence & Authority: Look for a confident tone and authoritative language that conveys expertise and reliability.

5. Character & Values

   1. • Values & Integrity: Do they align with ethical principles that resonate with the audience?

      • Personal Stories & Character References: Do they use personal anecdotes or respected endorsements to enhance credibility?

      • Consistency: Do their past actions, writings, or speeches align with their current message?

6. Arguments & Evidence

   1. • Evidence & Sources: Does the communicator present empirical evidence and verifiable sources or anecdotes, viewpoints, and articles of faith?

      • Citations & References: Does the communicator properly document and disclose the nature of her sources?

      • Transparency & Honesty: Does the speaker leave out important details or engage in obfuscation, bias, trickery, and deceit? 

7. Demonstration of Ethics

   1. • Ethical Stance: Analyze how the speaker’s ethical stance and commitment to moral principles are conveyed. Do they emphasize honesty, integrity, and ethical behavior?

      • Acknowledgment of Counterarguments: Do they fairly present opposing views, or do they dismiss them outright?

      • Concessions & Middle Ground: Does the speaker make concessions and present facts and arguments without intentional obfuscation, bias, trickery, omission, or deceit?

      • Virtuous Intention: Does the communicator demonstrate the intention to solve a problem or debate in accordance with truth, utility, and the collective good of the stakeholders?

      • Ethical Communication: Does the communicator prioritize honesty, transparency, and integrity in establishing and maintaining credibility?

      • Appeal to Shared Values: Identify any appeals to values and beliefs that the audience shares, fostering a sense of trust and alignment.

8. Context & Audience

   1. • Target Audience Perception: Is the audience likely to view the speaker as credible or biased?

      • Cultural & Social Factors: Do they adapt their ethos to fit the audience’s values and expectations?

Strong vs. Weak Ethos

• Strong Ethos: A medical doctor discussing health issues with clear evidence and years of experience.

• Weak Ethos: A celebrity endorsing a scientific claim without qualifications or supporting data.

Example:

Credibility Analysis (Ethos): UFO whistleblower Jacob Barber. 

• "Whistleblower reveals UAP retrieval program; object caught on video" - NewsNation (Evaluate crediblity of Jacob Barber)

• Ethos Analysis Notes

Examples of Ethos

1. Professional Credentials: A medical doctor writing an article on public health issues highlights their medical degree and years of experience in the healthcare field.

2. Personal Experience: A survivor of a natural disaster speaks about emergency preparedness, drawing on their own experiences to underscore their authority on the topic.

3. Moral Character: A well-known philanthropist discusses the importance of charity and giving back to the community, emphasizing their long history of charitable work.

4. Reputation: A respected journalist presents an investigative report on government corruption, relying on their established reputation for thorough and unbiased reporting.

5. Affiliation with Respected Institutions: A scientist affiliated with a prestigious university shares findings from a research study, using the institution's reputation to bolster their credibility.

6. Demonstration of Knowledge: An environmental activist cites specific statistics and scientific studies to demonstrate their deep understanding of climate change.

7. Ethical Stance: A politician advocating for government transparency highlights their consistent record of honesty and ethical behavior in public office.

8. Endorsements from Credible Sources: An author mentions endorsements and positive reviews from other respected figures in their field to establish credibility for their new book.

9. Professional Language & Tone: A lawyer presenting a case in court uses precise legal language and maintains a formal tone, reflecting their expertise and professionalism.

10. Evidence of Past Success: A business leader giving a keynote speech on entrepreneurship references their successful ventures and business achievements to gain the audience’s trust.