الإيتوس : المفهوم و التحولات

الملخص EN

Ethos is one of the concepts which has aroused, since antiquity, the interest of researchers in various fields.

This concept has been studied along two axes.

The first axis has focused on the impression that the rhetorician makes on the audience.

Therefore, this trend has been geared towards examining the argumentative influence Ethos has on the public especially in gaining their trust.

This tendency was represented by classical Aristotelian rhetoric, neo-rhetoric, pragmatics, among others.

The second axis, however, has not focused on the argumentative influence of the ethos, but directed its attention to the analysis of the self-image as an integral part of dialogue and a basis of life’s social the interactions.

This trend was represented by sociology and discourse analysis.

This article seeks to clarify the transformations that the ethos concept has undergone in these two directions, and to identify the major stages that characterized these transformations.