Basecamp → The Principles → HEARTBEAT (INTRO) → Part 1.3
According to Aristotle, ethos is one of the three modes of persuasion, alongside pathos (emotion) and logos (logic). Ethos refers to the speaker or writer’s character, credibility, or trustworthiness.
I’m sensitive to the implied connotations of ‘persuasion,’ mainly because its use has historically been associated with manipulation.
I’ve always preferred using the framing of influence (hence ‘Sphere of Influence’ in a previous product of mine). Influence has a broader scope in how one person can impact another — which can be implicit (indirect) without actively trying to change another’s thoughts or actions.
Influence often occurs over a longer period and can have a lasting impact on an individual’s life, shaping their values, beliefs, and habits. Influence also doesn’t necessarily involve a power imbalance (peers, role models, or societal norms can influence people without a direct attempt to persuade).
However, as I read more about Aristotle’s concept of ethos, I better understood the context of persuasion he used. It’s a form of ethical persuasion. It involves building trust and credibility with the audience by presenting oneself as knowledgeable, honest, and genuinely concerned with the audience’s well-being.
In his work “Rhetoric” (online version), Aristotle argues that ethos is crucial in persuading an audience. He believes the speaker’s character is instrumental in convincing the audience to accept their argument. If the audience perceives the speaker as credible, trustworthy, and knowledgeable about the subject, they are more likely to be persuaded by the speaker’s message.
“It is not true, as some writers assume in their treatises on rhetoric, that the personal goodness revealed by the speaker contributes nothing to his power of persuasion; on the contrary, his character may almost be called the most effective means of persuasion he possesses.”
Rhetoric, Book 1, Chapter 2, 1356a
As already mentioned in Aristotle’s framework, the speaker’s character (ethos) is one of the three pillars of persuasion, alongside emotional appeal (pathos) and logical argument (logos). When he suggests that the speaker’s character helps to convince the audience, it’s not about forcefully demanding agreement or compliance.
Instead, Aristotle’s view of ethos is more about inspiring trust, credibility, and a sense of alignment between the speaker and the audience. The speaker’s character, as demonstrated through their words, actions, and reputation, helps to establish a connection with the audience and makes them more receptive to the speaker’s message.
In this sense, the persuasive power of ethos comes not from commanding authority forcefully but from earning the audience’s trust and respect.
When the audience perceives the speaker as knowledgeable, virtuous, and well-intentioned, they are more likely to be open to considering and accepting the speaker’s arguments.
This aligns to inspire authority rather than demanding it.
By embodying good sense, virtue, and goodwill, the speaker inspires the audience to see them as credible and trustworthy sources of information and guidance. This inspiration can lead to a more genuine and lasting form of persuasion, as opposed to a temporary or superficial change in attitude or behavior.
Aristotle identifies three critical components of ethos:
- Good sense (phronesis): The speaker demonstrates practical wisdom and sound judgment.
- Virtue (arete): The speaker exhibits good moral character and adheres to ethical principles.
- Goodwill (eunoia): The speaker shows genuine concern for the audience’s well-being, demonstrating that their motives extend beyond self-interest.
By displaying these qualities, a speaker can enhance their ethos and make their argument more persuasive. Aristotle emphasizes that ethos is not about the speaker’s reputation before the speech but rather about how the speaker presents themselves during the speech itself.
I wanted to experiment with this myself. For many years on TLB/MMS, I displayed the brand logos of the companies I spoke at or consulted with (like Mindvalley, Digital Marketer, Drip, Agora, Smarter Artist Summit, SuperFastBusiness Live. etc.). So, I carried none of it across when building this new world.
I may display them in the future, but I didn’t want any previous “reputation” to influence new people’s experience when interacting with my digital world.
The Speaker vs. The World
While Aristotle’s view of ethos is about the speaker (communicator), I believe our “World” also embodies an ethos that is both separate and connected to the personality (the author of the words).
Just as Paul Graham explains how a city communicates a “message,” so does a digital world. An emergent property radiates from within a digital world — a vibe, a feeling, a sense of resonance.
These messages and feelings can be captured in the essence of the world’s “Heartbeat” and ethos.