D EFINING E THOS Originally from Mr. Jeff Olsen

Rhetoric and Ethos Before we listen to others, we usually must respect their authority; admire their integrity and motives; or at least be willing to acknowledge what they stand for. Before we listen to others, we usually must respect their authority; admire their integrity and motives; or at least be willing to acknowledge what they stand for. Being a good rhetorician can often mean being a good listener, even if we disapprove of the message. Being a good rhetorician can often mean being a good listener, even if we disapprove of the message.

Narration and Ethos Quintilian’s insistence that an orator “is a good man speaking well” places importance on the moral character and credibility of the rhetorician. Quintilian’s insistence that an orator “is a good man speaking well” places importance on the moral character and credibility of the rhetorician. Ethos can be established through narration, as many speakers rely on a narrative account of events to show how they arrived at their present conclusion, or to describe how they fought a fair fight, or produced a better product, or overcame a difficulty. Ethos can be established through narration, as many speakers rely on a narrative account of events to show how they arrived at their present conclusion, or to describe how they fought a fair fight, or produced a better product, or overcame a difficulty.

Examples of Developing Ethos through Narration In the summer of 2000, United Airlines CEO Jim Goodwin relied on his role as an authority figure within his company to apologize for reports of the airline’s poor customer service. His approach was to use his position as the ultimate spokesman for the company to convince potential passengers of his sincerity.

Examples of Developing Ethos through Narration But in the summer of 2008, United passenger Dave Carroll had a troubling experience. He said his guitar was broken while he and fellow passengers witnessed baggage-handling crew throwing guitars on the tarmac at Chicago’s O’Hare Airport. He arrived at his destination to discover that his $3,500 Taylor guitar had indeed suffered a broken neck. Frustrated by a lack of customer service, he used his expertise to pen a song about his experience.

Examples of Developing Ethos through Narration What are some messages you have heard regarding the dangers of drunk driving? What messages are most effective? Which ones are least effective?

Examples of Developing Ethos through Narration Now, watch the following public service announcement. Does its message resonate more or less strongly than others you have seen and heard.

Evaluating bias Bias is a prejudice or predisposition toward one side of a subject or issue. It is not inherently wrong to have a bias – we all do on topics that are important to us – but we must be able to recognize when we are listening to a speaker whose message is driven by bias.

Evaluating bias Key Questions to Ask: 1. Does this person have the authority to speak on the issue? 2. Is this person credible and trustworthy? 3. Does this person have good motives for addressing the audience?

Establishing ethos How can you – as a lowly first-year college student – project Ethos into your writing?

Establishing ethos While Aristotle’s recipe for becoming a good rhetorician – “know everything” – is an impractical expectation for a college student, the best way to build ethos as a writer is to properly research and properly cite information from subject-matter experts.

Conclusion As human beings, we are natural story- tellers and story-consumers. Learning to develop and test rhetoric by examining a speaker’s credibility teaches us important lessons about writing.