What is Ethos?

Ethos is a Greek word that refers to the character, values, and beliefs of a person, group, or institution. Along with logos (logical argument) and pathos, ethos is one of the three basic modes of persuasion in rhetoric (emotional appeal). Ethos is used to establish the credibility and trustworthiness of the speaker or writer, and it can be conveyed through the use of evidence, the reputation of the speaker, and the values and beliefs that the speaker holds.

In public speaking and writing, ethos can be used to create a sense of authority or expertise on a given subject, and it can be effective in persuading an audience to accept an argument or perspective. For example, a speaker who has extensive knowledge and experience in a particular field may be more likely to be seen as credible and trustworthy when presenting information on that topic. Similarly, a speaker who is perceived as having strong character and integrity may be more effective at persuading an audience through ethos.

Ethos is often considered to be an important component of effective communication, as it can help to establish a rapport with the audience and build trust in the message being conveyed.

Although Aristotle’s concept of ethos as a compelling rhetorical tactic dates back to ancient Greece, modern writers employ it in a variety of ways. Here are a few examples of ethos in business, academia, and other settings.

Attorneys may employ an expert witness report provided by a physician or another authorised subject matter expert in a legal action. These written reports rely on an expert’s knowledge and expertise in a field to bolster an attorney’s claim.

A memoir is a first-person narrative of a significant event in an author’s life. It reflects their own experiences as well as their perspective on those events, making them a trustworthy voice for the tale.

News articles written using ethos as a guiding principle engage the reader in a straightforward, unbiased, and fair manner. Journalists who write news pieces are expected to investigate the most recent information available and deliver the facts in a way that is beneficial to the reader.