El ethos retórico como fundamento de la persuasión periodística: la función del autor implícito dentro del editorial

Abstract

Newspapers do not deal anymore with publishing events that have social transcendence. They interpret and explain them to the receivers. To ensure that the argumentation received by the media is reliable and therefore trustworthy it is necessary that both sides (transmitter and receiver, globally considered) share certain general principles. This will be the function of the rhetorical “ethos”: the convergence point of the communication process. At the end the relation between the implicit author (who represents the newspaper) and the leading article, responsible for deciding the daily general principles.