Establishing your ethos is a [[rhetorical move]]. However, it's often not an *explicit* move. Instead, it's an ongoing, performative action. > The more cautious writers have preferred to give the sense of the term rather than to translate it into Latin. They therefore explain pathos as describing the more violent emotions and ethos as designating those which are calm and gentle: in the one case the passions are violent, in the other subdued, the former command and disturb, the latter persuade and induce a feeling of goodwill. ==Some add that ethos is continuous, while pathos is momentary.== ([[Institutio Oratoria (95 AD)|Institutio]], bk. VI, ch. 2)[^quintilian] [^quintilian]: See [[Quintilian on ethos vs pathos]] Ethos is therefore often about using [[subtle signals and metalanguage#Subtle Signals|subtle signals]] and [[framing]] instead of explicit metalanguage.