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Feb 20, 2024
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**Building Ethos: Understanding the Rhetorical Triangle**
In this chapter, we delve into the essential elements of the rhetorical triangle,
emphasizing the role of ethos and its construction by communicators. Ethos,
as part of Aristotle's rhetorical appeals, plays a pivotal role in how messages
persuade audiences based on the character of the communicator. Let's
explore how communicators create ethos, drawing insights from the provided
text.
**External Sources of Ethos:**
Ethos from external sources encompasses everything the audience might
already know about the communicator, the topic, and how the message is
delivered. For instance, a communicator's credentials, like being the director
of a research center on autism, can establish credibility in discussing related
issues. However, celebrity status, as seen in Bono's case, can also evoke
skepticism, showcasing the importance of understanding how a communicator
is perceived.
Clues from external sources extend beyond credentials to include gestures,
dress, facial expressions, and tone of voice. Ronald Reagan, with his warm
voice and reassuring demeanor, exemplifies how external elements contribute
to ethos. Analyzing these external sources helps the audience evaluate the
trustworthiness of the communicator.
**Ethos from the Message Itself:**
Ethos is also derived from the content of the message, such as its tone, style,
and the supporting evidence presented. The message's context influences
how ethos is perceived – a formal and informative tone
may be expected from
institutional communications, while a more casual approach might be
appropriate for other contexts.
Considering today's media landscape, a grainy cell-phone video shared on
social media might be perceived as more trustworthy than an official
statement. This underscores the dynamic nature of ethos, which evolves over
time and depends on the audience.
**Discussion Prompts:**
1. **Analyzing Political Speech:** Investigate a recent video of a politician's
campaign rally or political speech. Examine how the politician builds ethos for
the audience, considering content, gestures, tone, and props used.
2. **Multimodal Communications:** Bring non-written communications to
class (videos, flyers, posters, ads, etc.). Compare the roles played by
communicators in written and non-written pieces.
3. **Editorial Analysis:** Examine the provided editorial by Elliott Millenson.
Describe the writer, his relation to the topic, and the persona he presents.
Evaluate how the piece creates ethos using external and internal sources.
Understanding and applying these elements of the rhetorical triangle equips
us to analyze and construct persuasive messages effectively. Ethos, as a
dynamic and multifaceted concept, plays a central role in the art of effective
communication.
**Understanding Messages and Logos in Weight Loss Communication**
In the exploration of communication, understanding the message is crucial.
Messages can be straightforward or intricate, and their interpretation depends
on the audience's familiarity with the context. Additionally, the logic or
content of a message, referred to as logos, plays a significant role in how it
appeals to an audience.
**1b. The Message:**
In communication, the message is the content or gist that the audience is
supposed to take away. Messages can range from simple directives, like a
supervisor's email, to complex forms like internet memes. The example of the
"Crying Jordan Afghan Girl" meme illustrates the need for prior knowledge to
understand the message, emphasizing the role of context in communication.
**Logos: Appealing to an Audience through Message Strength:**
Logos, as Aristotle's rhetorical appeal, focuses on how the logic or content of a
message appeals to an audience. It's not merely about formal philosophical
logic but more about how the internal consistency of a message resonates
with the audience. The recent public debates on topics like vaccinations,
climate change, and evolution highlight that facts alone might not be enough
to persuade an audience.
**Discussion on Weight Loss Messages:**
Let's analyze three communicative acts related to weight loss to explore how
messages change based on communicator, purpose, and audience.
**1. Healthy Weight Loss by the American Diabetes Association:**
- **Message:** Encourages realistic weight loss goals, emphasizes long-term
habits, and provides practical tips.
- **Location:** Likely distributed through health-related channels, websites, or
publications.
- **Differences:** Focuses on health and long-term changes. Persuasive for
individuals concerned about diabetes and seeking a sustainable approach.
**2. Miranda Parks Visualized Her Way to a Better Body by Cassandra Kulik, Fit
Magazine:**
- **Message:** Shares Miranda's weight loss journey, emphasizing
visualization, exercise routine, and setting small goals.
- **Location:** Published in a fitness magazine, likely targeting individuals
interested in personal success stories.
- **Differences:** Personal narrative emphasizing visualization and exercise.
Appeals to those seeking motivation through personal experiences.
**Discussion Questions:**
1. **What is the message?**
2. **Where do you locate the message?**
3. **How do the messages differ according to communicator, purpose, and
audience?**
4. **Why would (or wouldn’t) the message persuade its audience?**
This analysis showcases the diverse strategies employed in weight loss
communication and how messages adapt to effectively reach their intended
audience.
**1c: Understanding the Audience and Emotional Appeals in Communication**
**Audience Analysis:**
Audience, in communication, can be categorized into addressed audiences
(those who actually receive and interact with the text) and invoked audiences
(those imagined by the author). Good communicators consider the needs of
their audience and tailor their communication accordingly.
1. **Healthy Weight Loss by the American Diabetes Association:**
- **Addressed Audience:** Individuals concerned about diabetes, accessing
information through the American Diabetes Association.
- **Invoked Audience:** Likely imagined as someone (probably a woman)
wanting to lose weight sustainably without extensive effort.
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2. **Miranda Parks Visualized Her Way to a Better Body:**
- **Addressed Audience:** Readers of fitness magazines or those interested
in personal success stories.
- **Invoked Audience:** Imagines individuals seeking motivation through
personal experiences, possibly those struggling with weight loss.
**Discussion Questions:**
1. **What is the message?**
- Healthy Weight Loss: Encourages realistic goals and long-term changes.
- Miranda Parks: Emphasizes visualization, exercise, and setting small goals.
2. **Where do you locate the message?**
- Healthy Weight Loss: Health-related channels, websites.
- Miranda Parks: Fitness magazines.
3. **How do the messages differ according to communicator, purpose, and
audience?**
- Healthy Weight Loss: Focuses on health and practical tips. Appeals to those
concerned about diabetes.
- Miranda Parks: Personal narrative emphasizing visualization. Appeals to
those seeking motivation through personal experiences.
4. **Why would (or wouldn’t) the message of the piece persuade its audience?
**
- Healthy Weight Loss: Likely persuasive for individuals concerned about
diabetes and seeking a sustainable approach.
- Miranda Parks: Appeals to those seeking motivation through personal
experiences.
**Discussion Questions on Pathos (Emotional Appeals):**
1. **As far as you can guess, what does the intended audience know, think,
feel, value, or believe to be true about the topic of this communication?**
2. **What is the audience’s purpose in reading this piece of communication?**
3. **What does the audience think of the communicator(s)?**
4. **What is at stake for the audience in the topic of this communication?**
5. **In what circumstances will the audience encounter or use this
communication, and how does that influence its format?**
**Reflection on Miscommunication:**
Reflect on an instance of miscommunication, describe the situation, and
analyze what went wrong. Consider the principles of audience, message, and
communicator from this chapter. If the miscommunication goes beyond these
principles, explore the limitations of the basic elements of rhetoric.