Credibility
Or…
Why should I believe
YOU?
According to Aristotle:
y
The available means of persuasion are
based upon three types of proof:
¾Ethos (ethical appeal)
¾Pathos (emotional appeal)
¾Logos (logical appeal)
¾Syllogism
¾Enthymeme
Why am I here
listening to
tell me about this
What is credibility?
Why is it important?
Aristotle’s Definition of Ethos:
y Ethos
can be defined as a
demonstration of the speaker’s:
◦ Intelligence
◦ Integrity
◦ Goodwill
Definition of Credibility
y
The degree to
which a speaker
is perceived as
believable by an
audience.
Types of Credibility
y
Initial Credibility
Derived
Initial
y
Derived Credibility
Terminal
y
Terminal Credibility
Aristotle:
How Ethos is communicated
Intrinsic - contained in the speech
text (what is said during the
speech to convince the audience of
the speaker’s credibility)
y Extrinsic - results from the
qualities of the speaker
him/herself (appearance,
reputation, enthusiasm, etc.)
y
How does credibility
influence our communication?
y Exposure
to communication
y Audience’s
message
y Cognitive
perception of the
Learning
y Persuasion
5-Dimensional Construct
of Credibility
y Competence
y Character
y Socialiability/Charisma
y Composure
y Extroversion
Review of Dimension
“Ideal” Scoring
Desired
Scoring
Most
Important?
Competence/
Knowledge
Character/
Integrity
High
Yes
High
Yes
Charisma/Dynamism/
Socialiability
High
No
Composure
Medium
No
Extroversion
Medium
No
Dimension
Enhancing YOUR Credibility
Explain your competence
Establish common ground with your
audience
y Use evidence and good reasoning
y Present both sides of an issue
y Deliver your speeches fluently, expressively
and with conviction
y Use professional-looking visual aids
y
y
How credible are YOU?
Are you….?
y
y
y
y
y
y
y
y
y
y
y
y
}
Knowledgeable about the subject?
Experienced?
Perceived
Confident?
Competence
Informed about broader-related issues?
Fair in the presentation of material?
Concerned with the audience’s needs?
Perceived
Consistent over time on the issues addressed
Character
in the speech?
Similar to the audience in attitudes and values?
Positive rather than negative?
Assertive in personal style?
Perceived
Enthusiastic about the topic and in general?
Charisma
Active rather than passive?
}
}