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Source credibility is "a term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of a message." [1] Academic studies of this topic began in the 20th century and were given a special emphasis during World War II, when the US government sought to use propaganda to influence public opinion in support of the war effort.
Credibility dates back to Aristotle's theory of Rhetoric.Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. He divided the means of persuasion into three categories, namely Ethos (the source's credibility), Pathos (the emotional or motivational appeals), and Logos (the logic used to support a claim), which he believed have the capacity to influence ...
In Chinese rhetoric, the speaker does not focus on individual credibility, like Western rhetoric. Instead, the speaker focuses on collectivism [20] by sharing personal experiences and establishing a connection between the speaker's concern and the audience's interest. [20] Chinese rhetoric analyzes public speakers based on three standards: [20]
[7] For example, when a native French speaker uses complex terms that a novice learner might not understand, this divergence highlights the difference in competence between the speaker and the listener. [8] By using difficult terminology, the native speaker is highlighting their proficiency while emphasizing the novice's inexperience.
This ultimately led to concerns rising on falsehood over truth, with highly trained, persuasive speakers, knowingly, misinforming. [53] Rhetoric has its origins in Mesopotamia. [54] Some of the earliest examples of rhetoric can be found in the Akkadian writings of the princess and priestess Enheduanna (c. 2285–2250 BCE). [55]
The effects of credibility rely on the aspects of the speaker to be of "high trustworthiness" or "low trustworthiness". Prominent, credible speakers can drastically persuade more people than others who are not credible. Credible speakers also have a sense of reputation where what they say matters to whom they are speaking to.
Kairos is an appeal to the timeliness or context in which a presentation is publicized, which includes contextual factors external to the presentation itself but still capable of affecting the audience's reception to its arguments or messaging, such as the time in which a presentation is taking place, the place in which an argument or message ...
According to Aristotle and twentieth-century rhetoricians, experienced speakers begin the process of adopting a rhetorical stance with an analysis of the audience. Professional authors and speakers use their knowledge of the subject and establish credibility to help influence how their message is received. [11]