Credibility in Argument (Ethos)

In rhetoric and rhetorical studies, ethos represents credibility, or an ethical appeal, which involves persuasion by the character involved. The term has its roots in Aristotle’s “ingredients of persuasion,” or “appeals.” He divides means of persuasion into three distinct categories: Ethos, Pathos, and Logos. He says in his treatise On Rhetoric:

“Of the modes of persuasion furnished by the spoken word there are three kinds. […] Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible.”

Ethos employs a means of convincing others of the character or credibility of the argument by convincing us of the credibility of the arguer. It is natural for us to accept the credibility of people whom we hold in reverence. And it is natural for us to more easily accept the arguments of those we find credible or for whom we have great respect.

In an argument, it is of utmost value for a speaker or a writer to impress upon listeners and readers the idea that they are worth listening to. In other words, the credibility of a speaker or a writer relies on their authority on the subject matter, as well as on how much they are liked, trusted, and deemed worthy of respect by the “audience.”

Ethos can be established by:

• Using a tone and style that shows the writer/speaker holds the subject and the reader/listener in high regard. In other words, treating the reader and the subject with respect.
• Using authoritative, reliable, and credible sources to support the premises in the argument.
• Providing enough space to fairly consider alternative points of view.
• Speaking/writing to the audience with openness and authenticity and allowing them to make up their own minds about the topic.
• Having a background in the material that builds confidence in the reader/listener that the speaker/writer has enough experience, training and expertise to speak with authority on the subject.

But like with the other rhetorical appeals, this can be, and often is, manipulated by politicians, corporations, marketers, and other bad actors to trick us into accepting the credibility of some voices and dismissing that of others. Often without giving them a fair hearing. We must constantly ask ourselves who it is we are pressured to accept (by the cultural, political, or religious status quo) as credible and trustworthy, and who it is we are encouraged to fear, hate, dismiss, and/or reject in an argumentative context. Blind spots and unchecked biases slips in here all the time. Sometimes intentionally, other times not. It is true that establishing proper ethos with an audience is critical for getting them to understand, and possibly even accept, your argument. But falling into one or more of the unjust algorithms through which we have collectively decided to trust certain voices over others, without proper and relevant reasons, can be fatal for co-creating safe, respectful, and meaningful argumentative spaces. It can also do irreparable damage to our own credibility.  If we are too quick to accept the ethos of those who agree with our own unchecked biases and assumptions, while dismissing that of those who would challenge us to expand and grow, we can short circuit the very channels to true collaboration which valid argument opens for us. Trust, like evidence, should be used to build a bigger tent, a bigger table, for honest and transformative dialogue. Not as a weapon to keep certain voices always and forever ahead of (and above) others for less than credible reasons.

Ethos (sometimes called an appeal to ethics or credibility), then, is used as a means of convincing an audience via the perceived authority or credibility of the persuader, be it a notable or experienced figure in the field, an elder or experienced member of the community, or even a popular celebrity. We determine ethos by looking at the tone, style and credibility of the speaker, the sources, and the publication. We also determine it by establishing the authority and credibility of the argument and the arguer.

• When someone asks, “What right do you have to speak on this issue?” or “What are your qualifications to speak on this matter?” They are asking about Ethos. This is an inquiry into your competence.
• When you offer relevant personal experiences or appeals to shared beliefs and values as “support” in an argument, you are using Ethos. This is an appeal to character.
• When you demonstrate, through your approach to the topic, word choice, and general demeanor and behavior, that you are concerned for the welfare and well-being of the audience and those around you, you are using Ethos. This is an appeal to caring.
• Proper use of Ethos in an argument will offer valid appeals to values and beliefs that:
  • are shared with the readers/audience,
  • do NOT hide or obscure the fact that the argument has little to no logical support,
  • and do not unfairly promote anger or fear without sufficient cause.
• View the handout: Ethos
• View the following video: Purdue OWL, An Introduction to Ethos
• View the following video: What is Character (Ethos)?