الأسس الفلسفية والبلاغية لمفهوم الإيتوس منذ أرسطو حتى اليوم

Abstract

Ethos has captured the interest of researchers since ancient times. As a result of this interest, it has emerged as one of the most significant non-artificial argumentative tools for persuasive influence on the audience. Persuasion does not occur through abstract evidence alone or by merely appealing to the audience’s emotions; rather, it requires a combination of both elements, with the speaker carefully presenting themselves in the discourse. It is the most crucial argument that influences the audience and compels them to believe.

Despite this widely acknowledged importance, perspectives on ethos have varied. While Aristotle considered it intrinsically linked to and inseparable from discourse, Socrates viewed it as external and preceding it. Contrary to the focus of ancient rhetoric, classical rhetoric emphasized the speaker’s moral character, shaped by society, rather than the character they project during the speech. Meanwhile, new rhetoric had a limited impact on the concept of ethos, as it largely reiterated traditional ideas instead of introducing new insights aligned with the evolution of the concept.

This article aims to explore the rhetorical and philosophical foundations of the concept of ethos from Aristotle till today.