Defining Ethos - What Is Credibility?

While attempting to build credibility, it is essential to understand what credibility is. In a social manner, credibility is essentially trust; trust that an individual's words will or will not match their actions. For example, a degree is often used as a tool to establish credibility in a particular field that states you have the knowledge and a business can hire you with strong trust that you will be able to perform based on your education. However, when a degree does not establish any more credibility than simply being able to apply for a job, where would you gain credibility instead?

To begin to answer this question, we must first consider that which is credibility. Aristotle wrote the book Rhetoric that credibility is defined by three things: character, competency, and goodwill. When credibility is researched online, we see an overarching theme of skills to develop such as consistency, value, respect, and staying educated on your field of study. However, when you are a recent college student or a high school student attempting to more effectively communicate your value to society and fast-track credibility, it can be a difficult and daunting task to be told to "continue to work hard and be patient" when rent is due every month. We are flooded on social media with "tips and tricks" and get-rich-quick schemes to seemingly fast-track our ability to become financially stable, or even pursue financial freedom (if that is one's goal). Therefore, what must we do to keep our heads above water when our credibility is not established as a student and we can not be hired unless we have a degree?

Unfortunately, the answer does come with a waiting factor. When I decided to write this blog, my aim is to eventually write a book on the subject of establishing credibility as a young adult or at least some steps that can be taken in order to achieve the desired credibility. As I began to do research for the book, I quickly realized that the process for becoming an author will be much longer than I had given it credit. I approached the thought the same way I approached essays: perform a few hours of research, extract the main points for citations, and expand on the subject with my knowledge. Unfortunately, I quickly realized that I needed to do something different: I needed to go back to the foundations of credibility. 

Aristotle is often cited as the founder of Western philosophy and the creator of ethos (a Greek word that means character and is heavily associated with credibility and authority). As previously stated, ethos (or credibility) is broken down into three sections. Modern interpretations of the three elements of ethos seem to focus on what is known as the three C's of Credibility: character, competency, and care. However, it is not apparent that the goodwill that Aristotle is referencing is suggestive of care or kindness as a critical component to establishing credibility. Rather, the concept of goodwill aims to focus on a key theme that is not based on care: cooperative behavior or attitude. While kindness and care are both important aspects of any professional endeavor, they are not at the cornerstone of a negotiation nor a presentation. Therefore, there must be another term. More on this in a later post.

To close out this discussion of credibility, we must understand each element of Aristotle's credibility model. Character seems to be the association of an individual's actions and words (positive or negative). Character, then, can be heavily associated with traits such as honesty, integrity, and empathy. One's ability to understand others, behave and speak in a truthful manner, and match their words and actions seems to be what Aristotle was attempting to communicate. Competency is the knowledge, education, and experience that an individual possesses. In other words, life experience, education, the time spent researching a subject, and a willingness to ponder and explore beyond the surface are critical to establishing credibility. Finally, goodwill seems to be the ability to act in accordance with the overall good for society rather than for the individual. In his book Nichomachean Ethics, where he ponders man's purpose in this world, he claims that "For even if the end is the same for a single man and for a state, that of the state seems at all events something greater and more complete whether to attain or to preserve; though it is worth while to attain the end merely for one man, it is finer and more godlike to attain it for a nation or for city-states". Therefore, it appears that in the discussion of goodwill, Aristotle is making the case that the intentions behind a means to an end are far more important and fulfilling when it benefits the state (in a more refined discussion, the community at large) rather than the individual. On this, I rest my case for another discussion on credibility for another time.

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Stay credible my friends.

Collens W.