The hustle and bustle of social media related to slander and criticism can be a phenomenon in a digital society that is not yet ready. Behind all that, it is good for prospective leaders or those who are already leaders to be able to reflect on themselves to maintain public trust.
In the classical rhetoric tradition, Aristotle introduced three main elements in persuading and influencing the audience: ethos, pathos, and logos. The three are not just rhetorical tools, but also basic principles in forming the image and trust of a public figure.
Ethos refers to the character or credibility of the public figure. Pathos relates to emotions and the ability to touch the feelings of the audience. While logos emphasizes logic, data, and rational argumentation. The three are important pillars for public figures in maintaining integrity, building sympathy, and strengthening rationality in conveying messages to the public.
How is it related to public figures and their credibility in a country, starting from regional heads in local governments to President at the national level?
Public figures, be they politicians, state officials, artists, or religious leaders, have strategic positions that demand high integrity. Ethos as the first requirement demands that public figures have a trustworthy reputation. This includes track record, consistency of behaviour, and commitment to public values. A public figure who is often involved in scandals or says things that are not in accordance with his actions will lose his ethos.
Pathos, on the other hand, is an emotional force that connects public figures with the people. The ability to show empathy. Public figures must be able to speak from the heart, and convey messages that touch the emotional needs of the community is very important. As Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Without pathos, messages from public figures will only feel bland and untouchable. Meanwhile, logos is the ability of public figures to convey ideas logically, argumentatively, and based on data. In the digital era like today, the public is increasingly critical and rational. Therefore, public figures are required to convey opinions or policies with strong arguments and supporting evidence. Careless explanations will undermine their credibility.
To build public trust, public figures are also expected to be able to build public trust. Trust is the main capital of a public figure. Without trust, all their messages and actions will always be doubted. There are several strategic steps that must be taken so that public figures gain and maintain public trust.
Consistency between words and actions is essential. Integrity is not just about saying the truth, but doing the right thing. Mismatches between promises and realization will quickly fade public trust. In addition, they are also required to be open to information disclosure. Public figures who are transparent, especially in policies and the use of power, will be more easily trusted. Transparency creates a sense of security for the public.
Empathetic and rational communication are also important aspects. Combining pathos and logos when conveying policies or decisions will create emotional closeness. This ability also satisfies the logical aspect of the public.
They must be ready to accept criticism. A defensive and anti-criticism attitude will actually make the public distance themselves. On the contrary, openness to input strengthens the image of public figures as learners and humble figures. A clear and clean track record is maintained. Reputation is built over years, but it can collapse in an instant. Therefore, maintaining ethos through ethical and responsible behaviour is the main key.
Finally, public figures are a reflection of society’s values. They not only function as messengers, but also as moral role models. Therefore, to become a loved and trusted public figure, mastering ethos, pathos, and logos is not just an option, but a necessity.
Dr. Djuwari is an Associate Professor at Universitas Nahdlatul Ulama Surabaya (UNUSA) Indonesia. Surabaya, the editor of some research journals in the Philippines and Indonesia. He is also a journalist in some newspapers in Indonesia; the President of International Association of Scholarly Publishers, Editors, and Reviewers (IASPER), a small business owner of Djuw Café.
