Thinking Critically about Arguments Based on Character
Put simply, arguments based on character (ethos) depend on trust. We tend to accept arguments from those we trust, and we trust them (whether individuals, groups, or institutions) in good part because of their reputations. Three main elements — credibility, authority, and unselfish or clear motives — add up to ethos.
To answer serious and important questions, we often turn to professionals (doctors, lawyers, engineers, teachers, pastors) or to experts (those with knowledge and experience) for good advice. Based on their backgrounds, such people come with their ethos already established.
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Thus, appeals or arguments about character often turn on claims like these:
A person (or group or institution) is or is not trustworthy or credible on this issue.
A person (or group or institution) does or does not have the authority to speak to this issue.
A person (or group or institution) does or does not have unselfish or clear motives for addressing this subject.