Ethos, of Organizations

According to Aristotle, ethos is defined as the credibility that the author establishes. Ethos is classified as one of three types of persuasion, the other two being logos and pathos. Ethos may be used to describe the whole person or organization. Reputation may also be considered a synonym for ethos. Organizations of all types, whether academic or business, rely on the reputation of both the organization and the individual. The key components of ethos of organizations lie in what people think about the organization's trustworthiness, competence, and ability to do the job. People promote and do business with people they like and trust. Students, customers, administrators, and any number of other groups must believe that both the individual and the organization are genuine.

To firmly establish ethos in an organization, credibility must be established. Credibility is composed of intelligence, virtue, and goodwill. Intelligence is indicated by a certain amount of knowledge of the subject. Common sense, combined with convincing arguments that are logical, is essential in demonstrating this quality. Discussing the various viewpoints of a subject also exhibits a certain amount of intelligence. An organization deals with both internal and external audiences with varying viewpoints. Virtue involves stating the beliefs, values, and priorities of the organization. If these beliefs and values are held by the majority of the members of the organization, a strong sense of ethos may be created. Goodwill is the last element essential to establishing ethos. This characteristic concerns the concept of concern for all involved in the organization.

Source credibility is used to describe the perception audience members have of a speaker's credibility. The essential elements needed to create a strong sense of ethos in an organization are the member's ability to effectively communicate the message to members of the organization. What becomes critical in this dynamic communication exchange between a speaker and the audience is the audience's perception of the speaker's traits and ultimate judgment of the source's credibility. Thus, as representatives of the organization, members must be perceived by both internal and external sources as being committed to the mission and vision of the organization.

In summary, ethos of organizations is defined as the perceived degree of character or credibility that a person believes exists in an organization. Stated differently, how much trust and belief one has in an organization or mission of the organization will have an important impact on the ways others perceive members in the organization. For the organization, ethos can play a significant part in creating an environment that works toward achieving goals and achieving the mission.