Aristotle Model of Communication

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This article provides a practical explanation of the Aristotle Model of Communication. After
reading, you’ll understand the basics of this powerful communication tool.

What is Aristotle Model of Communication?

It was Aristotle who first proposed and wrote about a unique model of communication. Today, his
model is referred to as the Aristotle Model of Communication. The great philosopher Aristotle
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 to this day.

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. This makes the Aristotle Model
of Communication a one-way model, from speaker to receiver.

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The Role of the Speaker

According to the Aristotle Model of Communication, the speaker is the main figure in
communication. This person is fully responsible for all communication. In this model of
communication, it is important that the speaker selects his words carefully. He must analyse his
audience and prepare his speech accordingly. At the same time, he should assume the right body
language, as well as ensuring proper eye contact and voice modulations. In order to entice the
audience, blank expressions, confused looks, and monotonous speech must be avoided at all times.
The audience must believe in the speaker’s ability to easily put his money where his mouth is.

An example. A politician (the speaker) gives a speech on a market square during an election
campaign (the occasion). His goal is the win the votes of the citizens (the audience) present as
well as those of the citizens potentially watching the speech on TV. The people will vote (the
effect) for the politician if they believe in his views. At the same time, the way in which he
presents his story is crucial in convincing his audience.

The politician talks about his party’s standpoints and will probably be familiar with his audience.
In other situations, it would be more suitable to actively research the audience in advance and
determine their potential viewpoints or opinions.

The Rhetorical Triangle

The rhetorical triangle is essentially a method to organise and distinguish the three elements of
rhetoric. The rhetorical triangle consists of three convincing strategies, to be used in direct
communication situations. Aristotle did not use a triangle himself in the Aristotle Model of
Communication, but effectively described the three modes of persuasion, namely logos, pathos,
and ethos. These modes of persuasion always influence each other during conversations in which
arguments are shared back and forth, but also in one-way communication, such as during
speeches.

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Ethos
Ethos is about the writer or speaker’s credibility and degree of authority, especially in relation to
the subject at hand. A doctor’s ethos is the result of years of study and training. Due to his
qualifications, a doctor’s words involve a significant degree of authority.

One’s ethos can be damaged in the blink of an eye, however. For example, the reputable politician
may be found out when corruption scandals come to light and his private life turns out to be in
complete contrast with his political standpoints. Tips for building ethos in communication:

Use words that suit the target group

Keep communication professional
Conduct research before words are presented as facts
Use recommendations from qualified experts
Make logical connections and avoid fallacies
Pathos
The literal translation of pathos is emotion. In the rhetoric, pathos refers to the audience and the
way in which they react to the speaker’s message, the center in the Aristotle Model of
Communication. The idea behind pathos is that the audience must feel that they are communicated
with. In certain situations, they want to feel more confident, in others more sad, angry, or
emotional. Before and during the Second World War, Adolf Hitler gave many speeches in front of
tens of thousands of people. His words and particular pronunciation made his audience feel
attracted to him. Pathos, emotion, can therefore also be abused. For example, people may become
anxious as a result of the false consequences of not buying a product presented in the sales world.
The question of whether emotions may be manipulated in sales strategies is a sensitive one. When
collecting money for charities, this is somewhat socially acceptable. However, when selling
products or services, many people will express their doubts. Nevertheless, capitalising on pathos
can be very effective. Tips for effectively addressing emotions:

People’s involvement is stimulated by humour. Always keep different types of humour in mind,
though
Use images or other visual materials to evoke strong emotions
Pay attention to the intonation and tempo of one’s voice in order to elicit enthusiasm or anxiety
Logos
The direct translation of logos is logic, but in rhetoric it more broadly refers to the speaker’s
message and more specifically the facts, statements, and other elements that comprise the
argument. According to the Aristotle model of communication, logos is the most important part of
one’s argument. For this reason, it is crucial that sales talks always emphasise this particular
element. The appeal to logic also means that paragraphs and arguments must be properly ordered.
Facts, statistics and logical reasoning are especially important here. When analysing logos, always
ask yourself:

What is the context? What conditions are relevant?

What are the potential counter-arguments?
Is there any evidence that supports my argument? Always mention this
Do I correctly avoid generalisations and am I being specific enough?
An Example of Proper Use of Rhetoric
One man who understood rhetoric very well and applied it effectively was Steve Jobs, founder of
Pixar Animation, NeXT, and Apple. He also applied the Aristotle model of communication
effectively. This business guru stands head and shoulders above others of his generation in terms
of communication techniques. Much research has been conducted into the ways in which he used
to communicate a constant series of messages and themes about his company’s products and his
vision of the future.

Communication experts especially distinguish Steve Jobs’ ethos. His degree of ethos, or
credibility, had a major influence on how he used logos and pathos. If ethos was low, Steve Jobs
would use high levels of pathos and low levels of logos. If ethos was high, he would use low
levels of pathos and high levels of logos.

In addition to effective use of the rhetorical triangle, Jobs also used a mix of rhetorical strategies
such as repetition, re-stirring of discussions to suit his vision and goals, and amplification.
Amplification refers to a literary technique in which the user enhances a series of words by adding
information to increase their value and comprehensibility.

Aristotle, a great philosopher initiative the earliest mass communication model called “Aristotle’s
Model of Communication”. He proposed model before 300 B.C who found the importance of
audience role in communication chain in his communication model. This model is more focused
on public speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements

(i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v) Effect.

Aristotle advises speakers to build speech for different audience on different time (occasion) and
for different effects.

Speaker plays an important role in Public speaking. The speaker must prepare his speech and
analysis audience needs before he enters into the stage. His words should influence in audience
mind and persuade their thoughts towards him.

Example:

Alexander gave brave speech to his soldiers in the war field to defeat Persian Empire.

Speaker – Alexander

Speech – about his invasion

Occasion – War field

Audience – Soldiers

Effect – To defeat Persia