The use of ethos in persuasive settings has always been a powerful tool in public speaking, especially by those in power and in businesses. Kenneth Burke’s Pentad plays a primary role in persuasive situations, particularly when we as scholars try to dissect and understand specific aspects of a speech situation. In this essay I used Burke’s Pentad as a framework to explore Steve Jobs’ use of, as I term it, “internal and external ethos” as not only a persuasive mechanism, but also as a force to build his persona/mythological legacy.
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