Chapter 3: Arguments Based on Character (Ethos)
Cultural Context with Ethos
Whenever arguing with people from diff cultures, need to think about what kind of authority you're expected to have - who are you addressing? - what knowledge are you expected to have? - what tone is appropriate?
Coming Clean about Motives
Whose interests is the speaker serving? How are they benefiting? Effective arguments are often very clear in their intentions. Writers must expect that the reader holds diverse views and will be quick to point out unmentioned affiliations as serious drawbacks to credibility. All have certain ties that connect us to certain topics (women likely to care about women's rights)-- makes sense to let audiences know where your loyalties lie when this info shapes your work. EXAMPLES: Jonathan Swift ends satirical novel with narrator claiming he will in no way benefit from what he suggests -- people in Ireland can end poverty by selling their infants for food :// Comment on Martha Stewart's website/cook book acknowledges that his attention to her site may be influenced by his employment history Nancy Mairs's essay is very direct-- in wheelchair and wants people to call her a cripple; unsure of motives but possibly likes pity from others-- uncertainty helps build bridge
Claiming Authority
How much command a writer has over a subject. Sometimes this can be bold/personal othertimes establish authority in more subtle ways (mentioning where/who they work and for how many years or academic titles attached to their names - doctor). Especially when readers are skeptical of your claim, need to be more specific of your credentials. EXAMPLES: Bold argument by activist Terry Tempest Williams who attacks those who poisoned the Utah deserts with nuclear radiation-- willing to listen to her claim because she has lived with negative affects of nuclear radiation (almost all women in her family including herslef have had - and many have died- from breast cancer) Richard Bernstein uses credentials to establish his right to speak on the subject of teaching multiculturalism in U.S. colleges -- has right to talk about Asian culture because he studied Asian language and history at college and lived in Asia for 7 years.
Understanding how Arguments Based on Character Work
Often need shortcuts in making decisions-- turn experts/ professionals for well informed advice . Arguments about character rely on: 1. If a person/group has authority to speak on the issue 2. If a person/group is a trustworthy/credible source 3. If a person/group has good motives for addressing this subject
Establishing Credibility
Speaks to writer's honesty, respect for an audience and its values, and likability. Humor can play important role in getting an audience to listen to you-- puts listeners at ease and helps them identify with the speaker before making argument (a little self depreciation can make writer more likable) Showing authority on a topic is itself a way to establish credibility (back argument up with evidence) How you present yourself plays a big role in credibility (people make assumptions from the way people look). Choose a medium that shows you at your best to assure reader will trust you. Can establish credibility by connecting your own personal beliefs to principles that are widely respected (effective for arguments that may seem threatening to traditional values) Use language that shows your respect for the reader, cite trustworthy sources and acknowledge them properly and present your ideas clearly and fairly To be credible, sometimes need to admit limitations-- "this is what i know, i won't pretend to know more." Acknowledge exceptions, qualifications or weaknesses in your argument. Conditions of rebuttal show you recognize flaws and still turn to your position on the argument. Speaking to readers directly using I or you can enable speaker to become closer to audience. Using common vocabulary can have similar effect. EXAMPLES: Opening of documentary "An Inconvenient Truth" -- speaker gets up and says he is the used to be and next president of the U.S. (laugh before movie begins) Conservative author Andrew Sullivan argued for legalization of same-sex marriages on terms that echo themes of family-values Biologist Lewis Thomas questions whether scientists have overstepped their bound in exploring DNA research-- admits limitations Volkswagon ad headlines "They said it couldn't be done. It couldn't"-- admits to limitations of car (can't fit 7 foot bball player) but still promotes good points about it-- cheap Oprah's 2008 commencement address argues graduates need to consider who they can serve from others-- draws on her own experiences and acknowledges mistakes she has made in trying to life life of service (one of dorm matrons was accused of sexual assault in school she started)
Importance of Arguments Based on Character
Writers/speakers create ethos through reputation they bring to the table or through their use of language/images/evidence they use. Before an audience accepts a claim, must respect speaker's authority, admire their integrity/motives, and acknowledge what they stand for. Character alone, however, cannot carry an argument (ethos will not speak to everyone). Establishing ethos requires not only seeming likable/honest but also affirming an identity and sharing it. If a speaker/writer/company's character or reputation is problematic, must use argument to reshape an audience's perception EXAMPLES: Indian car company Tata released affordable car (Nano) designed for people who wouldn't otherwise be able to afford a car. Company not only on low cost but also its character: car is dependable, fuel efficient, and low on emissions. Focus on how car is good for owner and environment. Mission statement on website focuses on Tata's commitment to CSR and its membership in the UN Global Compact (initiative to increase environmental standards) Tata appeals to values of people who believe humans must reduce carbon footprints and save energy However, Tata's ethos won't appeal to costumers looking for car of higher status rather than fuel efficiency
