What is the term used for credibility in the context of persuasive communication?

The term that refers to credibility in the context of persuasive communication is ethos. Ethos encompasses the character, values, and credibility of the speaker or source, which plays a crucial role in persuading an audience. When a speaker demonstrates expertise, trustworthiness, and moral character, they establish a strong ethos, making the audience more likely to be influenced by their message.

In the realm of persuasive communication, ethos is one of the three key rhetorical appeals, alongside logos, which involves logical reasoning, and pathos, which appeals to emotions. Ethos is essential because it helps the audience assess the reliability of the speaker; a confident and credible source can make the arguments presented more compelling. By establishing strong ethos, communicators not only enhance their persuasiveness but also foster trust with their audience, leading to more effective communication.