Ethos

(or why should I listen to you?)

Kairos: The moment

Kairos

1. Exigence: What happens or fails to happen? Why is one compelled to speak out? 2. Persons: Who is involved in the exigence and what roles do they play? 3. Relations: What are the relationships, especially the differences in power, between the persons involved? 4. Location: Where is the site of discourse? e.g. a podium, newspaper, web page, etc. 5. Speaker: Who is compelled to speak or write? 6. Audience: Who does the speaker address and why? 7. Method: How does the speaker choose to address the audience? 8. Institutions: What are the rules of the game surrounding/constraining numbers 1 through 7.

1. Exigence: What happens or fails to happen? Why is one compelled to speak out? 2. Persons: Who is involved in the exigence and what roles do they play? 3. Relations: What are the relationships, especially the differences in power, between the persons involved? 4. Location: Where is the site of discourse? e.g. a podium, newspaper, web page, etc. 5. Speaker: Who is compelled to speak or write? 6. Audience: Who does the speaker address and why? 7. Method: How does the speaker choose to address the audience? 8. Institutions: What are the rules of the game surrounding/constraining numbers 1 through 7.

Every Person Realizes Lions Should Always Move Indoors

Three Categories of ethos

• phronesis - practical skills & wisdom • arete - virtue, goodness (disinterest) • eunoia - goodwill towards the audience

Phronesis

This moment in American history demands honesty and leadership. Ultimately we are all in this together. By working together, we can restore optimism in the

business community and grow this economy by controlling spending and enacting common sense

reforms.

John King -- Republican Member of Congress

AreteBut for those making more than $1 million — there were

236,883 such households in 2009 — I would raise rates immediately on taxable income in excess of $1 million, including, of course, dividends and capital gains. And for

those who make $10 million or more — there were 8,274 in 2009 — I would suggest an additional increase in rate.

My friends and I have been coddled long enough by a billionaire-friendly Congress. It’s time for our government

to get serious about shared sacrifice.

Warren Buffett

Eunoia

If you could master one element of personal communications that is

more powerful than anything we’ve discussed, it is the quality of being likeable. I call it the magic bullet,

because if your audience likes you, they’ll forgive just about anything

else you do wrong. If they don’t like you, you can hit every rule on target

and it doesn’t matter.

--Roger Ailes

Code Grooming

Using terms, phrases,

allusions, and ideas that your

audience recognizes

Dog Whistling

Using references that a general audience believes are innocuous but that

signal certain groups that you are one of them.

Dog Whistling

Mitt Romney, not one of us.

--Ad from President Obama

Dog Whistling

"We are part of an Anglo-Saxon heritage, ...The White House

didn't fully appreciate the shared history we have."

--Aide to Gov. Romney

Knowing your Audience’s Assumptions

You should not let little Jimmy play with power

tools because . . .

Children are not as capable of

mature judgment as

an adult.

Little Jimmy is an only

child, and his parents will

be heartbroken if he injures

himself.

Joe Bob McGillicutty, the president

of Jigsaw Powertools,

Incorporated, forbids

children from using them in the owner's

manual.

Invoking an audience’s identity

Reminding the audience of a particular role or

membership.

Possible RolesParent/Child

American/NationalisticOccupation

The “Good” SideMale/Female

AgeEducation

Knowledgeable

Final thoughts

"According to Aristotle, rhetors can invent a character suitable to an occasion--this is

invented ethos. However, if rhetors are fortunate enough to enjoy a good

reputation in the community, they can use it as an ethical proof--this is situated ethos."

(Sharon Crowley and Debra Hawhee, Ancient Rhetorics for Contemporary

Students. Pearson, 2004)