President George W. Bush develops ethos in his speech by establishing himself as a credible and authoritative leader who understands the gravity of the terrorist attacks and is committed to defending the nation. He immediately positions himself as a trustworthy figure by acknowledging the pain and loss experienced by the American people, presenting factual information about the situation, and emphasizing national values such as freedom. His ethos is further strengthened by framing the attacks as an assault on core American principles, particularly freedom, which aligns his leadership with universal democratic values. Through inclusive language like "our" and "we," he fosters a sense of unity and collective purpose, reinforcing his credibility as a leader rallying the nation. Bush's use of straightforward, clear language aims to cut through complexity, providing reassurance and a clear call to action, which boosts his ethical appeal as a calm, resolute figure in a crisis.
Key techniques include:
- Acknowledging the tragedy and suffering to show empathy and connection with the audience.
- Associating the attack with an assault on the abstract ideal of freedom, reinforcing the importance of American values.
- Providing factual updates about how the nation is responding to enhance trust.
- Using inclusive pronouns to build collective identity.
- Projecting confidence and moral resolve to guide the nation forward.
These strategies combine to create a strong ethos that supports his leadership during a national emergency.
