**It makes sense to establish [[ethos]] early in a speech** (i.e., in your [[exordium]] and/or [[narratio]]) because otherwise your [[audience]] won't trust what you have to say (or they'll be extremely resistant to everything you say). In this way, the idea that you should establish your ethos early on in a speech is related to the fact that [[your audience encounters your text linearly]]. It makes obvious sense that you'd want your audience to trust what you have to say *before* you actually say it. Establishing your ethos is an example of [[rhetorical move]]. As such, it [[different rhetorical moves manifest differently in different genres|manifests slightly differently across different genres]]. However, even though it might _look_ different across different genres, it does often occur in the same place (i.e., early on). ### Examples **An [[''I'' anecdote]] is an example of this.** The speaker begins their speech with a story told in the first person. The story might set the [[theme]], subtly and strategically [[framing|frames]] the upcoming discussion, and establish a certain kind of *ethos* for the speaker. **The [[framing]] of a [[literature review]] generally establishes ethos**. A literature review generally takes place in the [[narratio]]. That is, it tells the "back story" or the "statement of facts" about the [[research conversation]]. But how you do this — what research do you cite? what research do you leave how? *how* do you tell the "story" of the research? etc. —will offer your audience [[subtle signals and metalanguage|subtle signals]] about your ethos and approach. **Addressing a refutatio [[if you have a very bold claim, you should address the refutatio early on|early on for a particularly bold or seemingly absurd claim]] is fundamentally an _ethos_-related move.** If you have a bold claim that your audience thinks is absurd, and you fail to perform or show your awareness of this, your audience won't trust what you have to say. You have to address that early on, in some way. This often takes the form of an [[I was once like you...]] story or anecdote. ### Discussion in classical rhetoric Both [[Quintilian]] and [[Cicero]] refer to making your audience "well-disposed" to you as one of the most important rhetorical moves to make in your [[exordium]]. Quintilian notes that: > "The sole purpose of the [[exordium]] is to prepare our audience in such a way that they will be disposed to lend a ready ear to the rest of our speech. The majority of authors agree that this is best effected in three ways, ==by making the audience well-disposed==, attentive and ready to receive instruction. I need hardly say that these aims have to be kept in view throughout the whole speech, but they are especially necessary at the commencement, when we gain admission to the mind of the judge in order to penetrate still further." ([[Institutio Oratoria (95 AD)|Institutio]], bk 4, ch. 1.) ...and Cicero: > XV. An [[exordium]] is an address bringing the mind of the hearer into a suitable state to receive the rest of the speech; and that will be effected if it has ==rendered him well disposed towards the speaker==, attentive, and willing to receive information. ([[De Inventione (85 BC)|De Inventione]])