Speech and Rhetorical Studies Commons^™

Steve Jobs’ Use Of Ethos For Persuasive Success In His 2005 Stanford Commencement Address, Keith Bistodeau

Communication and Theater Association of Minnesota Journal

The use of ethos in persuasive settings has always been a powerful tool in public speaking, especially by those in power and in businesses. Kenneth Burke’s Pentad plays a primary role in persuasive situations, particularly when we as scholars try to dissect and understand specific aspects of a speech situation. In this essay I used Burke’s Pentad as a framework to explore Steve Jobs’ use of, as I term it, “internal and external ethos” as not only a persuasive mechanism, but also as a force to build his persona/mythological legacy.