Ethos is a Greek word meaning "character" that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology; and the balance between caution and passion. The Greeks also used this word to refer to the power of music to influence emotions, behaviors, and even morals. Early Greek stories of Orpheus exhibit this idea in a compelling way. The word's use in rhetoric is closely based on the Greek terminology used by Aristotle in his concept of the three artistic proofs or modes of persuasion alongside pathos and logos. It gives credit to the speaker, or the speaker is taking credit.
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👉 Ethos in the context of Rhetoric
Rhetoric is the art of persuasion. It is one of the three ancient arts of discourse (trivium) along with grammar and logic/dialectic. As an academic discipline within the humanities, rhetoric aims to study the techniques that speakers or writers use to inform, persuade, and motivate their audiences. Rhetoric also provides heuristics for understanding, discovering, and developing arguments for particular situations.
Aristotle defined rhetoric as "the faculty of observing in any given case the available means of persuasion", and since mastery of the art was necessary for victory in a case at law, for passage of proposals in the assembly, or for fame as a speaker in civic ceremonies, he called it "a combination of the science of logic and of the ethical branch of politics". Aristotle also identified three persuasive audience appeals: logos, pathos, and ethos. The five canons of rhetoric, or phases of developing a persuasive speech, were first codified in classical Rome: invention, arrangement, style, memory, and delivery.
In this Dossier
Ethos in the context of Logos
Logos (UK: /ˈloʊɡɒs, ˈlɒɡɒs/, US: /ˈloʊɡoʊs/; Ancient Greek: λόγος, romanized: lógos, lit. 'word, discourse, or reason') is a term used in Western philosophy, psychology and rhetoric, as well as religion (notably Christianity), that most broadly means reason, logic, order, or understanding. Among its connotations is that of a rational form of discourse that relies on inductive and deductive reasoning.
Aristotle first systematized the usage of the word, making it one of the three principles of rhetoric alongside ethos and pathos. This original use identifies the word closely to the structure and content of language or text. Both Plato and Aristotle used the term logos (along with rhema) to refer to sentences and propositions.
Ethos in the context of Pathos
Pathos appeals to the emotions and ideals of the audience and elicits feelings that already reside in them. Pathos is a term most often used in rhetoric (in which it is considered one of the three modes of persuasion, alongside ethos and logos), as well as in literature, film and other narrative art.
Ethos in the context of Honor
Honour (Commonwealth English) or honor (American English; see spelling differences) is a quality of a person that is of both social teaching and personal ethos, that manifests itself as a code of conduct, and has various elements such as valour, chivalry, honesty, and compassion. It is an abstract concept entailing a perceived quality of worthiness and respectability that affects both the social standing and the self-evaluation of an individual or of institutions such as a family, school, regiment, or nation. Accordingly, individuals (or institutions) are assigned worth and stature based on the harmony of their actions with a specific code of honour, and with the moral code of the society at large.
Samuel Johnson, in his A Dictionary of the English Language (1755), defined honour as having several senses, the first of which was "nobility of soul, magnanimity, and a scorn of meanness".This sort of honour derives from the perceived virtuous conduct and personal integrity of the person endowed with it. Johnson also defined honour in relationship to "reputation" and "fame"; to "privileges of rank or birth", and as "respect" of the kind which "places an individual socially and determines his right to precedence". This sort of honour is often not so much a function of moral or ethical excellence, as it is a consequence of power. Finally, with respect to sexuality, honour has traditionally been associated with (or identical to) "chastity" or "virginity", or in case of married men and women, "fidelity".
Ethos in the context of Modes of persuasion
The modes of persuasion, modes of appeal or rhetorical appeals (Greek: pisteis) are strategies of rhetoric that classify a speaker's or writer's appeal to their audience. These include ethos, pathos, and logos, all three of which appear in Aristotle's Rhetoric. Together with those three modes of persuasion, there is also a fourth term, kairos (Ancient Greek: καιρός), which is related to the “moment” that the speech is going to be held. This can greatly affect the speaker’s emotions, severely impacting his delivery. Another aspect defended by Aristotle is that a speaker must have wisdom, virtue, and goodwill so he can better persuade his audience, also known as ethos, pathos, and logos.
The four modes of persuasion are present in advertisements on social media, on television, in flyers, and even on billboards on the side of the road. This type of persuasion can be seen in a simple conversation with family members or friends. Those might present at least one of the aspects of persuasion: logos, with numbers; pathos, with emotional appeal; ethos, with the authority of an entity; and kairos, in the right time or with some relation with them. Another important application of persuasion can be seen in public speeches. Those can be through a process called framing and reframing. This process gets its name because speakers need to use the correct words during a speech so their audience correctly understands their message. If a speaker wants to use a specific word, slang, or metaphor, they need to do a lot of research on their audience's background to understand the values and knowledge of their audience in order to persuade effectively.