Online Rhetoric & the

Ethos

An hypertextual essay written by University of

Oklahoma

students Eric Bramlett and Luke Laubhan

Speaking in a way to warrant credence may be accomplished by utilizing various techniques. The eloquence with which one speaks will often lend credibility to that source. There is the quality which some describe as "Speaking with authority", and this, too, tends to lend credibility to that source. Consider this informational web site concerning the "Chupacabra". Mr. Tito Armstrong provides an excellent example of one who "speaks from authority", and does so with eloquence. He implies that he is a native of the area of which he speaks, and he relays many claims that we are to assume from credible sources. He then gives his own, seemingly informed, opinion regarding the subject. However, Mr. Armstrong provides no sources with which to verify his information. There is no one to whom we may contact regarding his or her opinions of the Chupacabra as a "half-man, half-beast vampire".

To correct this, an author may oftentimes site multiple sources in his or her writing. This is evidenced profusely in the chain e-mail. Composed by anonymous encoders, these technological upgrades on the traditional print chain letter are sent out in a tremendous quantity for a variety of reasons. Some originators write these letters out of curiosity while others send them to gain money utilizing the age old pyramid scheme. Though most chain e-mails prove easily recognizable (and equally annoying) some are quite deceptive, claiming authenticity from a variety of apparently valid sources. The innate credence given to the Internet by society, coupled with the most inexperienced e-mailer’s ability to copy and send, allows for a rapid spread of misinformation on the web. The credibility of these sources must then be questioned. Consider this mass e-mail that has been circulating, and the subsequent debunking of its rhetoric by the web page www.urbanmyths.com. In this account, the sources are non-existent, and therefore impossible to contact for verification. However, the rhetorician has cleverly created sources that sound credible. When the size of the Internet’s audience is taken into account, it is realized that the audience, for the most part, is incapable of verifying sources. Most readers would not know that the "Journal of the United Medical Association" is non-existent, nor would they spend the time to verify the claims of "Dr. Beverly Clark".

In other instances, the author of an Internet website will make broad claims about a certain topic, while offering absolutely no evidence at all for those claims. In The Assassination of JFK, the discerning viewer will find an entertaining site offering possible solutions to the mysterious assassination of former president John F. Kennedy. The anonymous writer of this essay refrains from suggesting any plausible theory on the assassination that could be quickly disproved, but still the writer reveals a tendency to assume facts that are not provable, subtly manipulating the thoughts of the trusting viewer. Though at times the writer refers to sources that are presumably valid, such as the Congress Assassinations Committee, and an authentic report from the Dallas County Medical Examiner, the unidentified encoder relies primarily on rumor and hearsay, refusing to cite any traceable source for the theories proposed. To take one instance, the author states that Dr. Earl Rose was held at gunpoint against a wall as two Secret Service Agents stole the president’s body from the room. Although this experience makes a catchy story, there is no stated evidence that the event actually took place. Sadly, this form of writing dominates the ethos-lacking web, creating a problem for those incapable of researching every potentially invalid website.

To the credit of the Internet, there do exist many web pages with a high ethical value. These pages are designed with heavily cited, easily identifiable sources. However, the mass of these pages are developed by organizations already deemed credible. These organizations have performed services and actions beyond that of the on-line community that gives credit to their opinions, and allows one to raise no doubt concerning the information they provide. The ACLU is such an organization. Through its pro-bono work as an advocate for the civil liberties of peoples in the United States, and its extensive service as an amoecus of the court, the ACLU has proven itself credible. This credibility follows the organization to its on-line community, and allows its readers the luxury of considering it so.

And the question is raised, "Can a member of the on-line community gain credibility?" The answer to this is two part. First, the sentiment of previous years that everything derived from a computer is credible no longer exists. Since potentially everyone is given an on-line audience, many people deserving no credit have logged on and performed electronic rhetoric. When one begins to learn from the computer that goat-sucking aliens and man-killing spiders are rampant among us, one begins to become more wary of that machine, and the general ethos of the internet begins to decline. These rhetoricians are quite clever in their deception and use many tricks in order to gain credibility, but, when closely examined, fall short. However, their actions do not delete the possibility of others gaining credibility on-line. Netizens are becoming wary of the source when logging on, and taking nothing on blind faith. A good example of steps to analyze a source may be found here. Since netizens are more wary, the potential to have a high quality of ethos returns. Should the rhetor ensure that his/her sources are well documented, his/her sight well maintained, and information regarding his/her expertise easily obtained, the on-line rhetor will obtain the credibility needed to successfully persuade.

**********This web page was created for the University of Oklahoma’s English 3143, Literacy and Rhetoric class. Special thanks to Professor Kathleen Welch for allowing us to participate in such a unique project************