Meaningful ContributionCritical AnalysisDeep ComprehensionChapter 1: Humanistic Thinking
  • Style

    • Style

    With a clear claim and a crafted message around it, our attention shifts to style. Style focuses less on the content of the contribution and more on its method of delivery. Great messages can be weakened or completely lost due to poor style. On the other hand, style has been responsible for the popularity of poor and incoherent messages worldwide. Authors as far back as Ancient Greece examined elements of style (though they called it rhetoric), and we will turn to their guidance for how to approach it. Aristotle writes about several aspects of persuasive presentation, such as: Ethos, Pathos, Logos, Telos, and Kairos. Let's examine each one. 

    Ethos

    This refers to the credibility, character, or trustworthiness of the speaker. It originally referred to the elements of a speech that reflected the particular character of the speaker or the speech’s author, but today, ethos refers to how well authors portray themselves. Before your audience or readers will engage with you, they have to trust you. More often than not, this is not about your experience, degree, or position. Instead, audiences offer trust as you appear more relatable, trustworthy, and confident in your message. Consider the following questions to help you master this aspect of your style.

    Ethos

    1. How can you build rapport with your audience? 
    2. How can you alter elements of your contribution to demonstrate your confidence, knowledge, and character? 
    3. How can you show the audience that you share their values or understand their needs?
    4. In verbal contributions, consider your manner of speaking. How might you speak to be relatable and trustworthy?
    5. How might you use personal stories, humor, references, or colloquialisms (specific terms that identify you as part of a group) to transmit your message?
    6. What elements of your presentation will make the audience trust your perspective or findings?
    7. Are there any aspects of your reputation that you can leverage to strengthen your argument?
    8. What evidence can you provide to support your claims and enhance your credibility?

    Pathos

    This is the emotional appeal of contribution. It refers to the elements that appeal to an audience’s sensibilities and emotions. Great contributions intentionally consider how to deliver their message by including emotional content, by taking their audience on a journey so that they are emotionally invested in the outcome. As you develop your message, consider which emotions you need or want to stimulate in your audience in order to enhance your message. Consider the following questions to help you master this aspect of your style. 

    Pathos

    1. In what ways can you enhance your message through an emotional appeal? 
    2. How can you enhance the emotional appeal through contrast? (Tragedy is often enhanced through subtle comedy)
    3. How does your presentation address the needs, values, or desires of your audience?
    4. How can you include more descriptive elements to paint a picture in the mind of your audience? 
    5. What stories can you tell that would make your points more memorable?
    6. Can you include personal stories or anecdotes that will resonate emotionally with your audience?
    7. Can you use visual aids or other media to evoke emotions or a personal connection?
    8. How can you adjust your tone and language to connect emotionally with your audience?

    Logos

    This refers to the logic or reasoning of the argument. It originally referred to the actual content of a speech and how it was organized, but today, it more often refers to the logical strength of your contribution. The goal of this part of style is to appeal to the rational and logical thinking of the audience. This is not only a matter of facts, figures, and evidence but very often about how evidence is presented. Consider the following questions to help you master this aspect of your style.

    Logos

    1. Are your points concise and easy to follow?
    2. How can you make the rational logic of your argument more apparent to your audience? 
    3. In what ways can you present your evidence in a way that satisfies obvious counterarguments? 
    4. Have you considered potential counterarguments? How can you address them in your presentation?
    5. How are you connecting your evidence to your main points? Is your reasoning sound and persuasive?
    6. Are your points clearly stated and easy to understand? Can you simplify complex ideas without losing the essence of your argument?
    7. Have you considered potential counterarguments? How can you address them in your presentation?

    Telos

    Telos refers to the purpose or end goal of your contribution. It’s the driving force behind your offering and what it aims to achieve. This could be to inform, persuade, inspire, or entertain the audience. The telos should align with the expectations and needs of the audience, providing them with valuable takeaways. It often includes a call to action, guiding the audience towards a specific response or change in behavior. Understanding the telos of a presentation helps to ensure that the content, structure, and delivery are all working towards the same objective, creating a cohesive and effective contribution. Consider the following questions to help you master this aspect of your style.

    Telos

    1. What is the primary goal or objective of your presentation? Are you trying to inform, persuade, entertain, or inspire your audience?
    2. What does your audience expect to gain from your presentation? How can you align your purpose with their expectations?
    3. What are the key points or takeaways you want your audience to remember after your presentation?
    4. Is there a specific action you want your audience to take after your presentation? How does your content guide them towards this action?
    5. How does your presentation relate to the larger context or environment in which it is being delivered? How does it address the current needs or interests of your audience?
    6. How does your presentation align with the overall theme or objective of the event or meeting?
    7. How will you know if your presentation has achieved its purpose? What kind of feedback or response are you hoping to receive from your audience?

    Kairos

    Kairos, in the context of a presentation, refers to the moment in time or to deliver the message. It’s about ensuring that your presentation is not only relevant but also timely. This may mean that you reference current events and prominent cultural or social issues or consider how your contribution interacts with the moment in time in which you are presenting it. We will explore the connection with the audience in greater detail in the next chapter. For now, consider how it relates to the style of your message. Consider the following questions to help you master this aspect of your style.

    Kairos

    1. How is this the right time for your presentation?
    2. How can you connect the topics you’re discussing to the interests or experiences of your audience? 
    3. How does your presentation fit into the larger context? 
    4. How does your message engage with people at this moment in time? 
    5. Are there any cultural, social, or political factors that might affect how your presentation is received? 
    6. Are there any current events or news items that you can tie into your presentation to make it more relevant and timely?
    7. How can you use the current mood or interest of the audience to make your presentation more engaging and impactful?


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