Ethos, Logos, Pathos, and other 4Cs (Part 1)

• What are the 4Cs:

  1. Clarity
  2. Concision
  3. Coherence
  4. Correctness
• Clarity: Making every sentence easy for the audience to understand quickly
• Concision: communicating all the essential information while using as few words as possible
• Coherence: organizing ideas so sentences and paragraphs flow together smoothly and logically
• Correctness: using conventions of standard American english
• FAIR(S) criteria:

  1. Facts
  2. Access
  3. Impacts
  4. Respect
  5. Social Responsibility
• Facts: How factual is the persuasive messages. have you presented information that allows people to make informed decisions and have you considered various interpretations and the quality of the information
• Access: How accessible or transparent are the motives, reasoning, and information. Is the information fully revealed or is it hidden. are the reasons for you giving the information fully revealed.
• Impacts: How does your communication impact stakeholders. Are your recommendations made in their best interest
• Respect: How respectful is your communication. Does the message offend or pressure anybody and does it show that stakeholder needs are important
• Social responsibility: Are you promoting and creating the world and society you would want you and your loved ones to live in?
• TARES Criteria:

  1. Truthfulness
  2. Authenticity
  3. Respect
  4. Equity
  5. Social responsibility
• Truthfulness: Have comparisons between alternatives been presented truthfully
• Authenticity: Do you believe in whatever you're promoting and would you be able to support it. Will the audience be benefited or will they be compelled to do the right thing
• Respect: Are you respecting your audience through your tone
• Equity: Are you avoiding unfair practices like targeting vulnerable audiences
• Pathos: Does the writer appeal to the emotions of their reader
• Logos: does the writer appeal to the rational mind by using logic and evidence. Does the writer avoid logical fallacies
• Ethos: Can the credibility of the author be established through means like credentials and sources used