E94: re:blurb - Ethos

re:verb

Have you ever wondered why you immediately gravitate towards some speakers and writers? How they form a connection with you and make you want to pay closer attention? Or why you react with disgust and revulsion to other kinds of communicators? What is it about strategic discourse that fosters and nurtures deep connections with some audiences while (intentionally or unintentionally) turning other kinds of people off right away?

On today's re:blurb episode, we address these questions through a wide-ranging discussion of the classical rhetorical concept of ethos, one of the three classical appeals (along with logos and pathos). We begin by overviewing the origins of ethos in ancient Athenian courts of law, recounting debates between Plato and Aristotle about whether ethos is core to the corrupting (or liberating) influence of rhetoric in society. We then explain modern theories such as Kenneth Burke’s identification and Michael J. Hyde and Calvin Schrag’s notion of ethos as a “dwelling place” shared by speakers and audiences. Ultimately, we argue that the history of ethos theory is defined by attention to how credibility, trust, and persuasion are not accomplished unilaterally or unidirectionally, but rather occur in the dynamic, situated, dialogic interplay between communicators and their audiences.

This particular understanding of ethos enlivens our sample analysis, which shows the concept’s enduring utility as a critical tool. We introduce and critique the pro-Biden X account @BidensWins, which has been strategically constructing Biden’s 2024 re-election campaign ethos. We describe how the posts’ recurring language patterns constitute an identity grounded in “win”-quantification and newsworthiness, and how their hyper-patriotism and policy stances seem to be targeting specific voter constituencies for persuasion (while ignoring or disavowing others). We question both the pragmatic wisdom of this ethos strategy and the moral consequences of it for various core Democratic voter blocs that Biden will need in order to defeat Donald Trump.

@BidensWins X Posts Analyzed:

https://x.com/BidensWins/status/1802423240876331122

https://x.com/BidensWins/status/1803251566356426859

https://x.com/BidensWins/status/1803451317098074344

https://x.com/BidensWins/status/1778407786302341419

https://x.com/BidensWins/status/1797668724008489005

https://x.com/BidensWins/status/1798060384487948536

https://x.com/POTUS/status/1803176039603957883

Works and Concepts Referenced in this Episode

Baumlin, J.S. (2001) Ethos. In T. Sloane (Ed.), Encyclopedia of Rhetoric (pp. 209-217). Oxford University Press.

Burke, K. (1969). A rhetoric of motives. University of California Press.

Hyde, M. J. & C.O. Schrag (Eds.). (2004). The ethos of rhetoric. University of South Carolina Press.

Ridolfo, J., & DeVoss, D. N. (2009). Composing for Recomposition: Rhetorical Velocity and Delivery. Kairos: A Journal of Rhetoric, Technology, and Pedagogy, 13(2), n2.

An accessible transcript of this episode can be found here