chapter 17 public speaking (credibility)
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Factors of credibility (ethos)
competence and character
competence
how an audience regards a speaker's intelligence, expertise, and knowledge of the subject
character
how an audience regards a speaker's sincerity, trustworthiness, and concern for the well-being of the audience
types of credibility
initial, derived, terminal
terminal credibility
the credibility of a speaker at the end of the speech
initial credibility
the credibility of a speaker before she or he starts to speak
derived credibility
the credibility of a speaker produced by everything she or he says and does during the speech
