Aristotle on rhetoric — the art of persuasion

Rhetoric refers to the art of persuasion, the ability to use language effectively to influence others. It's not just about what you say, but also how you say it and the context in which you say it. Throughout history, philosophers have studied rhetoric and have developed various theories about how it works and how it can be used to achieve specific goals.

One of the most famous philosophical theories of rhetoric is Aristotle's. According to Aristotle, rhetoric is a means of discovering the available means of persuasion in any given situation. He believed that there are three primary modes of persuasion: ethos, logos, and pathos. Ethos refers to the credibility of the speaker, logos refers to the use of logical argument, and pathos refers to the emotional appeal of the message.

Another philosophical theory of rhetoric is the classical theory, which was developed in ancient Greece and Rome. This theory is focused on the use of formal language, logic, and structure to create persuasive arguments. The classical theory of rhetoric is still widely used today, particularly in legal and political contexts where the goal is to present a clear and convincing argument.

Now, let's consider how these philosophical theories about rhetoric can be applied to everyday professional life.

• Delivering a motivational message to employees: If a business leader wants to motivate their employees to work towards a common goal, they could use Aristotle's theory of rhetoric to craft a speech / post / video that resonates with their audience. They could appeal to the employees' sense of pride and commitment to the company (pathos), present data that shows how their efforts will contribute to the company's success (logos), and highlight their own experience and track record as a leader (ethos).

• Building brand reputation: If a business leader wants to build their company's reputation and influence online, they could use Aristotle's theory of rhetoric to craft a social media strategy and tactics. They could use their personal or company account to share inspiring stories and content that appeals to the emotions of their followers (pathos), use data and statistics to demonstrate the value and quality of their products or services (logos), and highlight their experience and track record of success as a leader in their industry (ethos).

In each of these examples, the business leader can apply the principles of philosophical theories of rhetoric to communicate more effectively and persuasively. By understanding the different modes of persuasion and the principles of classical rhetoric, they can improve their ability to influence others and achieve their goals.

Sometimes however, direct attempts at persuasion are not the best approach to social media. More on that another time.