In communication, what does ethos refer to?

Ethos refers to the credibility or trustworthiness of the speaker within the context of communication. It is a critical component of persuasion and effective messaging, as an audience is more likely to be influenced by a speaker who is perceived as knowledgeable, ethical, and reliable. When a speaker establishes ethos, they create a foundation of trust that can enhance their argument and make their message more compelling. By demonstrating expertise, integrity, and a strong character, the speaker fosters confidence in their audience, which can greatly increase the impact of their communication.

The other options touch on important aspects of communication—such as emotional connection and logical reasoning—but they do not accurately represent ethos. Emotional connection relates more to pathos, which is the appeal to emotions, while logical reasoning corresponds to logos. Storytelling can engage the audience but again is separate from the notion of establishing credibility, which is precisely what ethos encapsulates.