How Ethics Connects to Image or Ethos
While managers can control or develop some of the outward manifestations of a positive ethos, it is more difficult for them to change their fundamental character, or for an audience to determine for that matter, their true character. Ideally, a positive ethos would exemplify a strong inner character and high ethical standards. Unfortunately, history shows that the projected image may not be the reality of the person. Ethos and ethics are not always aligned; someone can project a positive ethos and appear honest and trustworthy, yet have little or no ethical foundation behind that projection. Someone skilled in deception can fool others; the absence of honesty and integrity is not always apparent to an audience.
Since effective leadership communication depends heavily on the ethos projected, leaders need to be sensitive to the ethical foundation below the surface. As James Kouzes and Barry Posner found in their research on leadership, “if people are going to follow someone willingly, whether it be into battle or into the boardroom, they first want to assure themselves that the person is worthy of their trust. They want to know that the would-be leader is truthful and ethical” (1993).
Managers need to look critically at the motivation and meaning behind their words. Today in particular, businesses are looking for ethical leaders; therefore, when working to create a positive ethos, managers will want to include some analysis of the ethical foundation their ethos suggests. For instance, they might ask themselves, “Does my ethos suggest the characteristics of an ethical leader, that is, ‘fairness, mutual well-being, and harmony’”? (Solomon, 1998). A positive ethos suggests a good character, and a suggestion of a “good” character makes individuals more persuasive. As Aristotle says, “We believe good men [and women] more fully and more readily than others” (Roberts, 1954). A “good” character suggests an ethical foundation that makes the audience trust the communicator and be more receptive to believing what is said.
Ethos may be the most persuasive tool the communicator possesses. Although it may be difficult for a business leader to be perceived as honest and trustworthy, particularly in today’s scandalladen business world, the success of individuals and companies often depends on it. Managers and their companies are trusted because of their reputation, because they are good at what they do, because of their knowledge, because they appear confident, and because they are believed to be ethical. All of these conditions lead to a positive ethos.
Ethics