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Ethos
 

Ethos

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    Ethos Ethos Presentation Transcript

    • Ethos
    • Ethos
      • Appeals to the character / credibility of the speaker / writer.
      • Invented ethos (how the rhetor constructs her ethos through the words she uses)
      • Situated ethos (the preconceptions that the audience has about the rhetor, the power that the rhetor has / doesn’t have)
    • Types of Ethical Appeal
      • Demonstrating knowledge / expertise about the issue (doing the homework)
      • Establish “good character” (showing that you are moral and trustworthy)
      • Building Goodwill (convincing the audience that you have their best interests at heart, that you understand and appreciate their point of view)
    • Identification
      • "you persuade a man only insofar as you can talk his language by speech, gesture, tonality, order, image, attitude, idea, indentifying your ways with his.”
      • (Kenneth Burke)
    • Analyzing Voice I
      • Does the rhetor employ first, second, and/or third person discourse?
      • What kind of vocabulary does the rhetor employ (monosyllabic versus polysyllabic)?
      • Does the rhetor qualify her claims (with word such as “might” or “some”)?
    • Analyzing Voice II
      • Does the rhetor employ more active or passive voice? (active: the boy threw the ball; passive: the ball was thrown)
      • Does the rhetor establish strong or weak identification with the audience?
    • Effects of Rhetorical Distance
      • Intimate (close) distance: greater identification,
      • greater emotional impact, lesser sense of
      • “ objectivity” or “expertise”
      • Formal (removed) distance: less identification,
      • less emotional impact, but greater sense of
      • “ objectivity” or “expertise”
    • Appropriate Level of Distance
      • Depends on audience, purpose, and genre conventions
      • Depends on power structures and social norms governing the rhetorical situation