ARISTOTLE'S MODEL OF COMMUNICATION

 COMMUNICATION MODEL

1. ARISTOTLE'S MODEL OF COMMUNICATION

Aristotle, a renowned philosopher, was the first one who proposed and wrote a unique model of communication. Today, his model is referred to as the Aristotle Model of Communication. The great philosopher already created this linear model before 300 BC, placing more emphasis on public speaking than on interpersonal communication. The simple model is presented in a diagram and is still widely used in preparing seminars, lectures, and speeches.

The Aristotle Model of Communication can roughly be divided into five elements. The speaker is the most important element, making this model a speaker-oriented model. It is the speaker's task to give a speech to the public. The role of the audience is passive, which makes the Aristotle Model of Communication a one-way model, from speaker to receiver.

[The Role of the Speaker]

According to the Aristotle Model of Communication, the speaker plays a central role in communication as they bear complete responsibility for the entire process. In this communication model, it is crucial for the speaker to carefully select their words, thoroughly analyze the audience, and prepare the speech accordingly. Additionally, the speaker should employ appropriate body language, maintain proper eye contact, and use voice modulations effectively. It is essential to avoid blank expressions, confused looks, and monotonous speech in order to engage the audience. The speaker's ability to back up their words with action is crucial for establishing trust and credibility with the audience.

[The Rhetorical Triangle]

The rhetorical triangle serves as a framework to organize and differentiate the three elements of rhetoric. It comprises three persuasive strategies employed in direct communication situations. While Aristotle did not use a triangle in his Aristotle Model of Communication, he effectively described the three modes of persuasion: logos, pathos, and ethos. These modes of persuasion continuously influence one another in conversations involving the exchange of arguments and also in one-way communication, such as speeches.

a. Ethos

Ethos refers to the credibility and authority of the writer or speaker, particularly in relation to the subject matter. A doctor's ethos, for instance, is built upon years of study and training. As a result of their qualifications, a doctor's words carry a significant degree of authority. However, one's ethos can be easily damaged. For instance, a reputable politician may face exposure when corruption scandals come to light, revealing inconsistencies between their private life and political stances.

Here are some tips for building ethos in communication:

- Choose words that resonate with the target audience.

- Maintain a professional tone in communication.

- Conduct thorough research before presenting information as factual.

- Incorporate recommendations from qualified experts.

- Establish logical connections and avoid fallacies.

b. Pathos

Pathos refers to emotions, but in rhetoric, it specifically relates to the audience's reaction to the speaker's message, which is at the core of the Aristotle Model of Communication. The concept of pathos revolves around the idea that the audience must feel a connection during communication. Depending on the situation, they may desire to feel more confident, sad, angry, or emotionally engaged.

An example of pathos being utilized is evident in Adolf Hitler's speeches during the Second World War, where his choice of words and distinct pronunciation captivated and attracted his audience. However, pathos and emotion can also be manipulated. In the sales world, false consequences of not purchasing a product can induce anxiety in people. The question of whether emotions can be manipulated in sales strategies is a sensitive one. While it may be socially acceptable when fundraising for charities, doubts may arise when selling products or services. Nonetheless, effectively harnessing pathos can yield significant results.

Here are some tips for effectively addressing emotions:

- Stimulate people's engagement through humor, considering different types of humor

- Utilize visual materials, such as images, to evoke strong emotions.

- Pay attention to intonation and tempo of voice to elicit enthusiasm or anxiety.

c. Logos

Logos, derived from the Greek word for logic, holds a broad meaning in rhetoric, encompassing the speaker's message and, more specifically, the facts, statements, and other components that form the argument. According to the Aristotle model of communication, logos is the most important part of one's argument. For this reason, it is important that sales talks consistently emphasize this particular element. Appealing to logic entails organizing paragraphs and arguments in a coherent manner. Facts, statistics, and logical reasoning hold significant importance in this regard.

When analyzing logos, it is essential to ask the following questions:

- What is the context? Which conditions are relevant?

- What potential counter-arguments should be considered?

- Is there any evidence that supports my argument?

- Ensure to mention it.

- Am I avoiding generalizations and being specific enough?