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April 1, 2008

Ethos and the Uncritical Reporter

Jay Rosen's two latest posts (here and here) examine the relationship the press has with John McCain (understanding that "press" indicates only those reporters and editors directly responsible for coverage of his campaign). Apparently, McCain has something "in the bank" with the press that allows him to make mistakes and get the benefit of the doubt (Is this true?). As Rosen says:

To understand Chuck Todd’s strange phrase, “in the bank,” we have to start at the source of McCain’s presumptive credibility with journalists. It’s not in any demonstrated mastery of subject matter—on the Middle East, foreign policy, military doctrine, or terrorism—but rather his ease and sense of command during question time with the press, especially as an underdog candidate aboard his bus, the Straight Talk Express.

It was never that he was such a straight talker, although he was more willing to criticize his own party than other Republicans. Mostly, he was an open talker, unafraid of the risks, permitting reporters hours and hours of on-the-record Q & A, something that just didn’t happen with other candidates and their tightly controlled scripts.

In other words, McCain makes excellent use of rhetorical ethos--the appeal to character. His ethical appeal is complex. We generally classify ethos as either situated or invented. Situated ethos is an appeal to the person you are before the text. Invented ethos is an appeal created in the text.

McCain's situated ethos is rather obvious. His invented ethos includes his being an "open talker" who is at "ease" and "in command" as he deals with the press.

Each of the 3 appeals Aristotle identified play an important role in persuasion (including pathos and logos--the appeals to emotion and logic), I think journalists are particularly susceptible to the appeal to character. By susceptible I mean that journalists appear not to apply much critical thought in regard to ethical appeals if these appeals are well employed. The ethical appeal simply becomes part of the narrative, which means for journalists it becomes part of the reality.



Posted by acline at April 1, 2008 9:56 AM | | Spotlight