Establishing Ethos can be achieved by an author in several ways. This webpage will examine the following four methods of establishing Ethos: credentials, ethically presented evidence, counterarguments, and appropriate tone. These will be further elaborated upon later by the authors of this web page. Examples of proper or improper use of these techniques will be provided by the authors in their respective sections as well. These methods provide a reason for a reader to believe what an author says. Any author who seeks to convince their readers to believe their argument ought to familiarize themself with these techniques. By the end of this webpage, readers should know how to build their own ethos and present themselves as a credible source.

As seen in the image above, Ryan Joiner possesses several qualifications that provide credibility when advising someone about fitness. Aside from the picture displaying Ryan Joiner as a muscular individual, qualifications include a master of science in Kinesiology from Cal Poly SLO, and a bachelor of science in exercise physiology from CSU Fresno. These credentials prove that Joiner is someone who has completed the coursework deemed necessary by these universities to obtain a degree in these fields. Specifically, the master of science in kinesiology establishes Joiner as someone with a comprehensive understanding of that field. The knowledge that Joiner has completed this work provides his clients with a sense of reassurance that they are in the care of someone who is capable and knowledgeable about human physiology and exercise. This reassurance allows Joiner to act with authority and make statements or suggestions that a client will trust.

Politics, wealth, and different opinions separate our society and writers attempting to persuade their readers must incorporate counterarguments to establish Ethos. To establish clear and accurate counterarguments, an author should ensure the presented information has been extensively researched and proven whenever possible. After the validity of the primary argument has been established, the counter argument should present another viable argument. The author should thoroughly explain why his or her primary argument is ideal, leaving little to no room for debate. Utilizing this writing strategy allows an author to examine all aspects of the topic. For example, in an article written by Marius Korsnes et al. the “controversies around both the development of renewable energy and decreasing dependencies on fossil fuels in Norway point towards an ongoing discussion around the way in which Norway’s energy transition is experienced as just or unjust” (Korsnes et al. 5). The purpose of this article is to examine the challenges Norway is facing during their energy transition and Korsnes et al. properly present this counterargument by unraveling an analysis on “social opposition to energy infrastructure” (Korsnes et al 5). Demonstrating extensive understanding of any counter arguments will enhance authority of the writer as seen in this example. However, writers should also consider that a valid and strong counter argument could diminish the effectiveness of the primary argument. Regardless, it is more important that all sides of a claim are fairly presented so that the reader can make a decision on where to stand for themselves. Incorporating a valid counterargument is an essential strategy to establishing authority and being an honest, credible writer.

In order for the reader to interpret a piece of writing as credible, authors must maintain a formal tone. According to Walden University, tone can be described as “what the reader or hearer might perceive as the writer's attitude, bias, or personality” (“Scholarly Voice” np). Proper tone is crucial to establishing authority in academic and scientific writing. Readers may not trust an author’s writing if it is presented in an informal manner, even if it is scientifically correct. To maintain a scholarly tone, avoid the use of overgeneralizations, contractions, slang, cliches, and inflammatory language. 

Slang, cliches, metaphors, and figurative language detract from an authoritative tone. As a formal tone is associated with trustworthiness and reliability, an author producing scientific or academic writing must adhere to a formal tone to establish authority. An informal tone includes the use of colloquialisms and is more common in interpersonal communications and social media. 

For example, the following pieces of writing demonstrate the presence of informal and formal tones, respectively.

The first example uses figurative language such as “through the roof” and “piece of cake,” which fosters an informal tone by causing the writing to be interpreted casually. In contrast, the second example utilizes specific diction choices such as “engage” and “much easier” to avoid the usage of metaphors and slang, producing a formal tone in the writing. Thus, the second example is interpreted as more credible in comparison to the first example.

The following chart includes some commonly used phrases that produce an informal tone and alternative phrases to produce a formal tone.

In summary, writers with Ethos are more effective and persuasive. This website provided a breakdown of Ethos and how to build trust with readers. The first way credibility is established is through credentials. Credentials are earned through background knowledge and experience which can be in the form of a degree or training. A credentialed writer has the ability to make statements about their field of expertise that one outside of the field will trust. The next part of establishing Ethos is ethically presented evidence. The key guidelines to presenting evidence ethically are to provide context along with evidence, ensure the evidence is true and avoid making inaccurate claims from the evidence. Using these methods will ensure that no claim is made by twisting information. This builds trust with the audience by creating transparency. The third element to establishing credibility is an appropriate tone. A formal tone is required to be deemed as credible as possible. This includes avoiding inflammatory language and presenting opinion as fact. A formal tone is also achieved by excluding contractions, slang, figurative language, cliches, and colloquialisms. A chart with examples of informal vs. proper tone is provided for reference. Finally, a counterargument should be fairly presented so the reader can form their own opinion. A counterargument shows that an author knows the topic well which increases confidence in the reader. Once the author has established their credibility and expertise they can easily provide reasoning on why the primary argument is optimal. Writers with Ethos are more persuasive with their readers which means they have the ability to change minds, change decisions, and potentially change the world.