{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,2,21]],"date-time":"2025-02-21T18:11:43Z","timestamp":1740161503515,"version":"3.37.3"},"reference-count":29,"publisher":"FapUNIFESP (SciELO)","issue":"2","license":[{"start":{"date-parts":[[2021,8,1]],"date-time":"2021-08-01T00:00:00Z","timestamp":1627776000000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2021,8,1]],"date-time":"2021-08-01T00:00:00Z","timestamp":1627776000000},"content-version":"am","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2021,8,1]],"date-time":"2021-08-01T00:00:00Z","timestamp":1627776000000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Ling. (dis)curso"],"abstract":"<jats:p>Abstract There are three main schools for the study of the ethos: the pragmatic-discursive; the symbolic interactionist, and the rhetorical one. This paper aims to give an encompassing and fuller perspective on the rhetorical ethos that can be useful to the contemporary uses of the persuasive communication, including media communication such as advertising or marketing communication. Primarily, it outlines the conceptual employments ethos has suffered by through different subjects. Subsequently, it briefly enumerates the major rhetorical traditions; lastly, it postulates the rhetoric ethos as a hybrid notion that includes both a projected and an intended dimension. We hope this distinction allows us to better will envisage the persuasive communication further than the forum\/agora and its several digital uses in the 21th century.<\/jats:p>","DOI":"10.1590\/1982-4017-210203-11119","type":"journal-article","created":{"date-parts":[[2021,9,6]],"date-time":"2021-09-06T15:02:57Z","timestamp":1630940577000},"page":"197-209","source":"Crossref","is-referenced-by-count":0,"title":["THE HYBRID RHETORICAL ETHOS"],"prefix":"10.1590","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1034-6449","authenticated-orcid":false,"given":"Samuel","family":"Mateus","sequence":"first","affiliation":[{"name":"Universidade da Madeira,  Portugal"}]}],"member":"530","published-online":{"date-parts":[[2021,8]]},"reference":[{"issue":"1","key":"ref1","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1215\/03335372-22-1-1","article-title":"Ethos at the Crossroads of Disciplines: Rhetoric, Pragmatics, Sociology","volume":"22","author":"AMOSSY R","year":"2001","journal-title":"Poetics Today"},{"key":"ref2","series-title":"Imagens de si no discurso: a constru\u00e7\u00e3o do ethos","volume-title":"\u201cO ethos na intersec\u00e7\u00e3o das disciplinas: ret\u00f3rica, pragm\u00e1tica, sociologia dos campos","author":"AMOSSY R","year":"2005"},{"key":"ref3","doi-asserted-by":"crossref","first-page":"153","DOI":"10.1080\/00909887909365204","article-title":"\u201cThe measurement of nonverbal immediacy\u201d","volume":"7","author":"ANDERSON J.F.","year":"1979","journal-title":"Journal of applied communication research"},{"year":"1959","series-title":"Ars Rhetorica","author":"ARISTOTLE","key":"ref4"},{"key":"ref5","series-title":"Politesse et id\u00e9ologie. 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B","key":"ref27"},{"year":"1989","series-title":"Ethos and Pathos from Aristotle to Cicero","author":"WISSE J","key":"ref28"},{"key":"ref29","series-title":"Topical Themes in Argumentation Theory: Twenty Exploratory Studies","first-page":"181","volume-title":"\u201cThe Ethos Of Classical Rhetoric: From Epieikeia To Auctoritas\u201d","author":"\u017dMAVC J","year":"2012"}],"container-title":["Linguagem em (Dis)curso"],"original-title":[],"link":[{"URL":"http:\/\/www.scielo.br\/pdf\/ld\/v21n2\/1518-7632-ld-21-02-197.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2021,9,6]],"date-time":"2021-09-06T15:03:30Z","timestamp":1630940610000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.scielo.br\/scielo.php?script=sci_arttext&pid=S1518-76322021000200197&tlng=en"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,8]]},"references-count":29,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2021,8]]}},"alternative-id":["S1518-76322021000200197"],"URL":"https:\/\/doi.org\/10.1590\/1982-4017-210203-11119","relation":{},"ISSN":["1982-4017"],"issn-type":[{"type":"electronic","value":"1982-4017"}],"subject":[],"published":{"date-parts":[[2021,8]]}}}