the person that speaks on behalf of some institution as a spokeperson of legitimate authority
Apologist
when speakers wish to rebuff attack by appearing the virtuous victum of an unjust accusation
Criticized audience
a group antagonistic to the rhetor's interests
Distinction
Proving that the speaker has special knowledge or experience that sets them above the audience
Ethos
the capacity to influence an audience based on audience's perceptions of the credibility and character of the speaker
Evoked audience
The image of the audience "created" by the speaker
Form of delivery
using phases, words, accents, or gestures commonly associated with certain "types" of people
Hero
defined by his of her personal character, particularly as it relates courage, commitment to action , and a romantic attachment to a vague but inspiring future
Idenification
The establishment of "common ground" between speaker and audience
Inherited ethos
the actual reputation that a rhetor "carries with them" because of an audience's acquaintance with past behavior.
Partisan
the one who represents not a group or institution but an ideology or ideal
Persona
The image of the speaker "created" by the speech itself
the constructed ethos that a rhetor creates within the confines of a particular rhetorical text.
Personal stories
narrations of one's life experience that provide insight into the speaker's character.
Polarization
Separation the evoked audience from a criticied audience
Scapegoating
when all public's "sins" are placed upon a largely defenceless group and then run out of town.
Special knowledge
the kind of knowledge one recieves by learning technical discourses and procedures
Unique experience
the kind of expertise one acquires by having "been there" or "gone through that."