The use of ethos in persuasive settings has always been a powerful tool in public speaking, especially by those in power and in businesses. Kenneth Burke's Pentad plays a primary role in persuasive situations, particularly when we as scholars try to dissect and understand specific aspects of a speech situation. In this essay I used Burke's Pentad as a framework to explore Steve Jobs' use of, as I term it, "internal and external ethos" as not only a persuasive mechanism, but also as a force to build his persona/mythological legacy.
Bistodeau, Keith (2014) "Steve Jobs' use of Ethos for Persuasive Success in His 2005 Stanford Commencement Address," Communication and Theater Association of Minnesota Journal: Vol. 41 , Article 6.