Ethos, pathos and logos in Facebook. User networking: New «rhetor» of the 21th century

Abstract

One of the «black holes» of academic research in Communication is the shallowness of reflections on the classic origins of Communication, its aims and points of entry. In this respect, the study of communicative processes on the Internet becomes particularly relevant (specifically the social networks processes) when observed from the classic rhetorical perspective. We focus on the use of persuasion strategies (ethos, pathos, logos) as well as the abundant use of rhetorical figures. Such parameters, along with the resources that emergent technologies offer, unleash creativity and afford humanist aspects to network communication. These give on-line platforms an extremely persuasive strength. Thus, we may speak of the network user of the 21st century as the new «Rhetorician». Our research on Facebook addresses the presence of rhetoric in online social network communication: the user of these platforms applies communicative strategies described by the Rhetoricians dating back to Greco-Roman antiquity. The methodology in this work (the study of three typified cases and the content analysis of conversations generated on Facebook walls) allows us to intertwine rhetoric and communication today, mediated by the emergence of online networks. We propose the retrieval of certain parameters of deep, critical thought to the benefit of a more human communication. RESUMENUno de los «agujeros negros» de la investigación en comunicación tiene que ver con una carencia de profundización en los orígenes clásicos de nuestros estudios, de sus objetos y de los acercamientos a estos. En este sentido, cobraría especial relevancia el estudio de los procesos comunicativos en Internet (en concreto a través de las redes sociales) bajo el prisma de la Retórica clásica. Especialmente, nos referimos al uso de las estrategias de persuasión (ethos, pathos, logos) así como al abundante uso de figuras retóricas. Tales parámetros unidos a los recursos que ofertan las tec nologías emergentes otorgan una enorme creatividad y aportan aspectos humanistas a la comunicación en red, claves de la fuerza persuasiva que caracteriza a estas plataformas on-line. De esta forma podemos hablar del usuario de redes como el nuevo «rétor» del siglo XXI. Nuestra investigación sobre Facebook aborda la presencia de la ciencia retórica en la comunicación generada en las redes sociales on-line: el usuario de estas plataformas utiliza las estrategias comunicativas descritas por la disciplina retórica desde sus comienzos en la antigüedad grecolatina. La metodología empleada (el estudio de tres casos tipificados y el análisis de contenidos de las conversaciones generadas en los muros de Facebook) nos permite entrelazar la Retórica y nuestro presente comunicativo mediado por la emergencia de las redes. Proponemos así recuperar unos parámetros que devuelvan el pensamiento profundo y crítico en favor de una comunicación más humana.

Social Issues Shared Through Posters and Videos: A Way for Enhancing Productive Skills in ESL Students

“…According to Higgins & Walker (2012), the use of persuasion elements depends on the context, for example, social issues are relevant whereas the message makes think, feel, and act the target audience, for their part I. Berlanga (2013) clarifies that the use of rhetoric elements depends on social networks, that is to say, Facebook is more used ethos than logos and pathos, while LinkedIn is more possible logos use, which means that giving a speech live is equally effective than a speech on social networks or recorded, as happened in the case of poster project. In this regard, Pedwell et al(2017) consider posters as an academic resource, sharing cited and updated information, therefore posters use commonly logos as a rhetoric element.…”

Chevron Australia and Tax Justice Network: a case of rhetoric

“…This paper focuses on the micro-rhetoric of Chevron Australia and its protagonist, the ITF, as the language or discourse designed to persuade. Rhetoric can be traced back to the ancient Greek philosopher Aristotle and his three elements or strategies of a good argument: Ethos (credibility); Logos (reason); and Pathos (emotion) (Berlanga et al , 2013). …”

“…Aristotle’s first appeal, ethos , relates to the credibility of the “projected” character of a communicator (Hartelius and Browning, 2008). This is reflected in the author/writer’s position and level of authority (Berlanga et al , 2013). Ethos justifications for actions impact on the ethical aspects of persuasion by producing moral legitimacy and normative expectations of actions They also focus on social and collective interests, at the expense of the individual in means/end justification for practices (Green, 2004).…”

“…Aristotle’s second appeal, logos , refers to the clarity and integrity of an argument put forward through verbal reasoning in the “world of opinions” (Holt and Macpherson, 2010, p. 26). It is apparent in reasoning, the use of evidence and other logical means to persuade an audience of a rational argument (Berlanga et al , 2013). They elicit “methodological calculations of means and ends to achieve efficiency or effectiveness” (Green, 2004, p. 659).…”

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“…cit. ) donde la naturaleza retórica de la red gana peso por dicho carácter dialógico (Berlanga, García-García y Victoria, 2013). Es precisamente aquí donde la creatividad que ofrece el ornato retórico juega su papel más importante; debe lograr persuadir con publicaciones que estimulen la participación de la comunidad con preguntas, exclamaciones y sentencias y otras tantas que despierten la imaginación con la personificación y las metáforas.…”