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Rhetoric As Collective Ethos: From Classical Chinese Texts To Postmodern Corporate Images , Wei Yong-Kang
Retrospective Theses and Dissertations
This dissertation explores the question of how to position ethos in rhetorical theory and practice by looking, mainly, at three areas: classical Chinese rhetoric, Web design, and the construction of corporate images in America after 9/11. In traditional Western rhetoric, ethos is perceived to be the appeal of one's personal character, with a vocabulary heavily steeped in individualism and self-representation. In the dissertation I argue for an alternative understanding of ethos, pointing out that ethos is essentially an invocation of cultural forces, with which rhetors not only identify themselves but also, through such identification, achieve their rhetorical purposes ...