{"id":59582,"date":"2022-02-04T08:10:30","date_gmt":"2022-02-04T12:10:30","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=59582"},"modified":"2022-02-06T08:24:35","modified_gmt":"2022-02-06T12:24:35","slug":"how-to-use-ethos","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-use-ethos\/","title":{"rendered":"How to Use Ethos to Judge an Argument"},"content":{"rendered":"\n

What is ethos<\/a> in the context of persuasion? How do you use ethos to evaluate a persuasive argument? <\/p>\n\n\n\n

Ethos is used to gain credibility and trust in a persuasive argument. However, it can be used for more than just writing a persuasive essay\u2014you can use ethos to judge the arguments of others. The three things you need to look out for are the virtue, level of interest, and practical wisdom of the speaker.<\/p>\n\n\n\n

Here’s how to use ethos to judge an argument.<\/p>\n\n\n\n\n\n\n\n

Use Ethos<\/em> to Judge Others\u2019 Arguments<\/strong><\/h2>\n\n\n\n

Your knowledge of ethos<\/em> can help you determine whether you should listen to someone. When listening to a persuader, Jay Heinrichs, the author of Thank You for Arguing,<\/em> suggests you determine their trustworthiness by examining their virtue, disinterest, and practical wisdom. Here’s how to use ethos to evaluate an argument:<\/p>\n\n\n\n

1. Examine Their Virtue: Do They Speak In Extremes?<\/strong><\/h3>\n\n\n\n

According to Aristotle, someone of virtuous character focuses on choices that align with the opinions of their average<\/em> audience member. Essentially, a virtuous persuader will offer solutions that appeal to the widest possible range of their audience. <\/strong>(Shortform note: As we\u2019ll see later in this guide, the definition of \u201cvirtuous\u201d has changed drastically over time, and not for the better.)<\/p>\n\n\n\n

Heinrich notes two ways to listen for virtuous moderation.<\/p>\n\n\n\n

1) See If They Offer a Middle-of-the-Road Solution<\/h4>\n\n\n\n

Looking for a middle-of-the-road solution works best in situations where you have a clear, numerical range such as a budget\u2014the \u201cmiddle\u201d is easy to see. <\/p>\n\n\n\n

For example, a virtuous<\/em> salesperson will ask you for your spending range and help you find a solution that falls around the middle of your range. In contrast, an unvirtuous <\/em>salesperson won\u2019t ask you for a range at all, or will try to shift your range to an extreme well above the amount you were planning to spend.<\/p>\n\n\n\n

(Shortform note: You\u2019ll likely more often see unvirtuous salespeople\u2014in negotiations, the concept of virtuous moderation is referred to as \u201csplitting the difference.\u201d According to Chris Voss (Never Split the Difference<\/em><\/a>), splitting the difference means you\u2019ve lost<\/em> the negotiation or argument, so it\u2019s not a popular tactic.)<\/p>\n\n\n\n

2) Listen to How They Describe the Average <\/h4>\n\n\n\n

To determine virtuousness when discussing relatively ambiguous concepts, listen for <\/strong>extremist labeling<\/a><\/em><\/strong>. <\/strong>Heinrichs describes the process of listening for extremist labeling:<\/p>\n\n\n\n

  1. Figure out what the extreme ends of the concept\u2019s spectrum would be\u2014this helps give you a rough idea of what a moderate viewpoint might look like.<\/li>
  2. Ask your persuaders for their opinions on the concept. Anyone who presents an objectively extreme point of view isn\u2019t trustworthy and can be ignored. Most responses, however, will fall within the \u201cideal\u201d range you identified\u2014but will contradict one another.<\/li>
  3. Here, you\u2019re safe choosing any of these contradicting opinions, since you\u2019ve already weeded out the extreme opinions. However, to determine the most <\/em>trustworthy opinion, test your persuaders\u2019 virtue further by asking for their opinion on mainstream views. <\/li>
  4. If they label mainstream views with extreme <\/em>terms such as \u201cinsane,\u201d \u201cuseless,\u201d \u201ccruel,\u201d and so on, their advice isn\u2019t trustworthy. Someone who describes the <\/strong>average<\/em><\/strong> as <\/strong>extreme<\/em><\/strong> is usually an extremist herself.  <\/strong><\/li><\/ol>\n\n\n\n

    (Shortform note: What Heinrichs doesn\u2019t mention about this process is how difficult it may be in practice. It seems rational and obvious to weed out extreme opinions and choose a safer moderate option. However, it\u2019s human nature to do the opposite<\/em>: Your brain is wired to ignore subtle or ordinary information and focus sharply on extreme or surprising information<\/a>. While you may have the intent to ignore extreme opinions in favor of average solutions, you\u2019ll likely have to remind yourself that just because an opinion is interesting, loud, or attractive doesn\u2019t mean that it deserves your attention.) <\/p>\n\n\n\n

    2. Examine Their Disinterest: What\u2019s In It for Them?<\/strong><\/h3>\n\n\n\n

    To determine your persuader\u2019s disinterest, or impartiality, consider whether the choice she offers meets <\/strong>your<\/em><\/strong> needs or <\/strong>hers.<\/em><\/strong> If there\u2019s a clear disconnect between your needs and the choice, Heinrichs says you can be sure that your persuader is driven by self-interest. On the other hand, if the choice seems to align with your needs, you can trust that your persuader\u2019s goal is an outcome that\u2019s advantageous for all.<\/p>\n\n\n\n

    (Shortform note: Be careful in looking out for whose needs your persuader is meeting\u2014people who are especially skilled in manipulation or negotiation know how to make you believe<\/em> your needs are being met. Ask yourself honestly what the outcome of their proposed choice is\u2014focus on the reality<\/em>, not the promise<\/em>, of the outcome. Trust your judgment: If the reality doesn\u2019t match the promise and doesn\u2019t meet your expressed need, walk away<\/a>.)<\/p>\n\n\n\n

    3. Examine Their Practical Wisdom: Do They Know the Right Thing to Do?\u00a0<\/strong><\/h3>\n\n\n\n

    Heinrichs says that the third sign of a trustworthy persuader is showing that their practical wisdom<\/em> is useful to your particular situation. He outlines several clues to look for. <\/p>\n\n\n\n

    Clue 1: Comparable Experience<\/h4>\n\n\n\n

    Someone with practical wisdom demonstrates that she has personal experience finding solutions to problems comparable to yours. For example, if you\u2019re looking for a contractor for renovations in your 1800s home, you\u2019re most likely to choose the one who says, \u201cThis reminds me of an 1840 Victorian I worked on last year.\u201d<\/p>\n\n\n\n

    (Shortform note: Many people think that because someone is generally wise<\/em>, they\u2019re trustworthy in all situations. Research shows that this isn\u2019t the case\u2014wisdom varies greatly depending on the situation you\u2019re in<\/a>. Seeking out someone with experience<\/em> ensures that you\u2019ll be getting wisdom tailored to your specific situation.) <\/p>\n\n\n\n

    Clue 2: \u201cThat Depends On…\u201d<\/h4>\n\n\n\n

    Someone with practical wisdom understands that most situations don\u2019t have a one-size-fits-all solution, so they\u2019re careful to understand a situation fully before suggesting solutions. Heinrichs warns that if your persuader gives advice or solutions without asking for clarification on your situation<\/strong>, <\/em><\/strong>their advice isn\u2019t trustworthy. <\/strong>For example, if you ask potential dog trainers, \u201cHow much exercise should my dog be getting?\u201d a trainer with practical wisdom will take time to understand your situation rather than responding generically: \u201cThat depends on various factors. How old is your dog? What breed?\u201d<\/p>\n\n\n\n

    (Shortform note: This clue is a trickle-down representation of Socrates\u2019s idea that wisdom lies in knowing that you don\u2019t know everything<\/a>. Someone who is wise and trustworthy acknowledges that they need more information, while someone who is \u201csmart\u201d but untrustworthy feels that they already have<\/em> all the necessary information.)<\/p>\n","protected":false},"excerpt":{"rendered":"

    What is ethos in the context of persuasion? How do you use ethos to evaluate a persuasive argument? Ethos is used to gain credibility and trust in a persuasive argument. However, it can be used for more than just writing a persuasive essay\u2014you can use ethos to judge the arguments of others. The three things you need to look out for are the virtue, level of interest, and practical wisdom of the speaker. Here’s how to use ethos to judge an argument.<\/p>\n","protected":false},"author":8,"featured_media":59603,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,275],"tags":[574],"class_list":["post-59582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-politics","tag-thank-you-for-arguing","","tg-column-two"],"yoast_head":"\nHow to Use Ethos to Judge an Argument - Shortform Books<\/title>\n<meta name=\"description\" content=\"Your knowledge of ethos can help you determine whether you should listen to someone. 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