The Use of Logos, Ethos and Pathos in Television News, Research Paper Example

Mass media is considered to be the most effective method of influencing people’s perception. To affect person’s mind different techniques of convincing are used such as logos, ethos, and pathos. As television is the most popular way of mass communication, practice of different persuasive appeals during TV shows is essential. In this research I will try to critically analyze four different news shows, appeals journalists use to convince the audience, and ways by which they obtain necessary effect. I have chosen two local TV channels (KTLA, KABC) and one international source (BBC).

The reportage, entitled “Hazing Scandal Rocks Taft High School”, which was held by Wendy Burch for KTLA channel, describes unlawful action of members of school volleyball team towards a freshman. Journalist uses ethical appeals to establish certain credibility about the issue she is talking about. In order to give proper background of the investigation of the sexual harassment, Wendy Burch informs the audience about the date of the crime, the incident itself, and the investigation that was held, based on the evidence of the offence. Despite of the fact this reportage is rather informative than persuasive, journalist uses ethos to emphasize reliability of the sources, records were taken from.

At the beginning of the reportage Wendy Burch describes investigations conducted by school district and LAPD regarding sexual harassment. In fact, when journalist mentions concerns of the police about this issue, she is trying to say that was not an ordinary event. As the information reporter is talking about in not commented by LAPD, she is trying to give other sources to support her statements. “… according to reports and, this is not confirmed by the LAPD, because they will not discuss this case, because it involves juveniles, but according to reports of “Los Angeles Times” …” (KTLA 2009). Journalist uses a variety of sources to show the issue from different perspectives. Secondly, reporter interviews high school students to get their comments about sexual harassment.

Though this reportage is supported by a variety of sources it lacks veracity. For instance, high school students’ comments do not even describe the issue directly. These are some of the comments: “Everyone is talking about it, you know, its like talk of the town right now”, “Mainly I feel for the kid, I feel embracement for him, but I’m, you know, sad” (KTLA 2009). Finally, journalist is addressing the issue, which is not even commented by the Police Department. Thus, the only credible source mentioned in the reportage is an article published by “Los Angeles Times”.

Reportage conducted by Leo Stallworth for KABS addresses the shutdown of automobiles stores in California. Entitled as “Tough Times for Car Dealers” this reportage describes the decline of the number of vehicles bought recently. Journalist uses a combination of ethos and pathos to depict significance of the issue he is talking about.

The use of pathos shows the vitality of the problem in this reportage. For instance, journalist interviews sales representative of the car dealer’s store, which is now unemployed. Her comments about the current position of automobile stores are rather emotional than argumentative: “I’ve been on the business 20 years and have never seen this ever, and the way that it’s going in the economy I don’t foresee a lot of dealerships staying open” (KABC 2009). Secondly, when interviewing another employee journalist says: “You look like you are just about on a verge of tears” (KABC 2009). This statement emphasizes complexity of contemporary situation and the difficulties people involved in this kind of business are facing. Asking ordinary customer’s opinion supports emotional appeal as, when sharing her thoughts about the problems woman is experiencing with her broken car, which needs to be changed, she complains about the economical problems.

When informing the audience about rather complicated issue it is not enough to use emotional appeal only. For this reason spectators are provided with statistical data of California Car Dealer’s Association. According to this source “the state lost 122 of its 1500 dealerships last year, that’s up form 80 closures in 2007. That’s twice the rate of closures for the nation” (KABC 2009). In fact, numbers shown on the TV screen are very persuasive and, being used at the end of the reportage, effectively close the point.

Combination of ethos and pathos make this reportage look very persuasive and argumentative. Moreover, it engenders a feeling of vulnerability by the economic crisis. The only weakness can be seen in the lack of reliable sources. In fact, addressing such a complicated issue journalist should have commented some legal institutions along with economists and politicians. However, overall it does not affect an influence this reportage has over the audience. Shown on a local channel it surprises spectators with credibility and authority.

Another reportage prepared for KTLA by Chris Wolfe is an example of well-prepared persuasive speech. Journalist uses three appeals – logos, pathos and ethos. Its title “Doctor gave AIDS patients diluted medication” itself has emotional influence on the audience. Two-minute video contains lots of information that is used to create indignation. In the very beginning of the reportage journalist says “AIDS patient went to him for help, but instead local doctor gave them diluted doses of medication” (KTLA 2009). This singe phrase makes people think of the ethical background of the crime.

The use of pathos in this reportage is also essential as Chris Wolfe uses US Attorneys Office as a source of information. Every single phrase is supported by adequate evidence. Most of the journalists use to provide evidence that supports only one side of the problem, but Chris Wolfe interviews doctor’s attorney to be objective. Such approach benefits the influence this reportage has on the audience as it allows spectators identify the problem and see it from different perspectives.

Logical appeal is obtained through reasoning in this news report. Journalist’s speech is well prepared and organized. Despite the fact the attorney of the doctor tries to convince audience that Dr. George Kooshian is a victim of misconduct in accounting, his speech lacks veracity. Being interviewed at the end of the reportage, attorney is unable to change the idea journalist expressed. Using simple logics spectator comes to a conclusion that medical worker has committed a crime.

Combination of all three appeals – logos, ethos, and pathos make this reportage look very persuasive. Even if George Kooshian is mistakenly suspected to commit a crime, viewer will hardly believe that it was just a simple mistake. In fact, having little evidence and facts that indicate doctor’s responsibility for stealing $350000. Prepared for local news, this reportage is a real masterwork that has absolutely no weaknesses in the news offered.

Two-minute reportage on BBC channel, entitled “US Unemployment reaches 7.6 %”, informs the audience about negative impact of economic crisis on the US labor market. This report is unique as the sequence of the appeals lets spectators analyze the problem first and then get enough evidence.

Interviewing member of an ordinary American family journalist uses emotional appeal. Woman says: “If it wasn’t for my parents living here I would be homeless, living on the street with two kids, so it’s a kind of rough” (BBC 2009). This statement makes an ordinary person think that unemployment could be a real disaster if it affected him/her. Woman is telling her story of joblessness and explains that it could happen to everyone. Her speech is supported by further information highlighted in this reportage.

President’s Obama speech about unemployment rates is used to provide spectators with proper evidence. Barack Obama states that “We’ve lost 3.6 million jobs since this recession began, that’s 3.6 million Americans who wake up every day wondering how they will going to pay their bills, stay in their homes, and provide for their children…” (BBC 2009). This reportage is really persuasive because leader’s words can be considered only as trustworthy.

Finally, logos is another appeal used in this reportage. Journalist is slowly moving from the problems of one singe family to a global disaster that can affect millions of other people. Combining the use of three appeals this news report is an effective tool of convincing masses.

Having analyzed four different reportages from three TV channels one may notice that the use of different appeals can affect perception of people who watch this news. Comparing these sources I came to a conclusion that the report shown on KTLA is the least persuasive. The reason for its rather law credibility lies in ineffective use of influencing techniques. For instance, combination of logos, pathos, and ethos is much more effective than the use of a single appeal. Wendy Burch should have provided audience with some credible sources about the investigation of the crime. Her reportage lacks specific evidence. Journalist should have interviewed at least director of the high school or some teachers.

Both Chris Wolfe’s interview and news report of BBC journalist are very persuasive. Despite the fact first one was made for local TV channel it is professional and well planned. By using several appeals instead of one, journalist maintains the effect on synergy, which is defined by the effect of two different appeals combined together has much more influence on the audience rather than applying only one technique. By means of practicing logos, ethos, and pathos, combined together veracity of the statement can be maintained more easily. With their help even the most contradictory issue can be highlighted in such a way to fit journalist’s goal. Reasoning, usage of credible sources, and play on the people’s emotions are effective tools for delivering news, so that they look impressive and catchy.

Works Cited

“Doctor gave AIDS patients Diluted Medication” Anchor Chris Wolfe. Prime News. KTLA-5. Los Angeles. 1 March 2009.

“Hazing Scandal Rocks Taft High School”. Anchor Wendy Burch. Morning News. KTLA-Los Angeles. 1 March 2009.

“Tough Times for Car Dealer”. Anchor Leo Stallworth. Eyewitness News. KABC-7. Los Angeles. 1 March 2009.

“US Unemployment Rate Reaches 7.6 %” One-Minute World News. BBC. 1 March 2009.