Ethos involves Arete, Phronesis, and Eunoia. So in this video we're going to talk about Eunoia. Now Eunoia translates to goodwill. Basically being able to show that the speaker's advancing an idea that's in the audience's interest. So, we trust someone, when they seem leaderly. Okay, that's arete. We trust someone, when they seem to know what they're talking about. That's phronesis. And then, we trust them when they seem to be talking about something that reflects our values, or benefits us in some way. That's Eunoia. Now this benefit doesn't have to be narrowly self-interested, right? It can be very broad. So a researcher at an endocrinology conference can talk about her work in a way that advances the mission of endocrinology research or how it increases the public awareness of endocrinology. The audience members at that conference can see that speaker's pushing for a share value. The good of that research community. Now the researcher probably also has self interested reasons for doing the work, right. Publishing, career advancements, so on and so forth. But she puts the common values more front and center. Obviously, anyone who works in the public sector knows about the importance of good will. So a city planner talking to a community group about, say, a new railway station or something, needs to secure the audience's good will. That city planner needs to show that their work is in the public's interest, right? So community members might disagree about the details of the proposal, that's probably inevitable. But they should at least see the speaker as motivated by the public interest, by the public goodwill. So you know it as a matter of trust, can the audience trust that the speaker isn't trying to trick them? So how can we encourage this type of trust and goodwill in our talks? Well first, I think you should find and employ common value words. This performance of Eunoia is largely a matter of style. How are you talking about what the audience perceives as value? So, I was working with a public librarian the other day on a public talk. And he was discussing some new changes that were happening at the library branches. And some of these changes were pretty unpopular with the patrons, some of the patrons anyway. The library was moving more resources and books online. And in the talk, he kept bringing everything back to the driving value, community access. Those words kept popping up again and again and again. So they'd say stuff like we're doing this to expand access. In other parts of the speech, he's like, if we do this, then people in more rural parts of the county are going to have greater access and so on, and so forth, right. Community access formed the value frame for that talk. Now, people might not like all the changes the library was making, but there was the real sense, that the libraries were making these changes for the right reasons, in goodwill. Relatedly, I think you should act friendly. Just don't be a jerk. Act friendly, when appropriate, okay. So I can start off with the counter-case. I can think about a fair number of cases where we might trust someone more If they're not overtly concerned with friendliness, right? So, a fire chief giving an update on the response of a natural disaster, then I don't want that guy too friendly, right? You know, he comes out and he's like, thanks everyone for coming out, this is great. I just want to give you an update about our response to this crisis that just happened. Gosh it is so horrible and devastating, right, just awful. No, I want that dude serious, okay. But other situations seem to call for a general friendliness. And that means basic things like smile, make sustained eye contact, so on and so forth. This is performance, we include lots of arguments and content that shows how we're speaking in audience's interest. But here we want to think about those non-verbal actions that encourage trust, why? Because in the end the trust is the thing. In performing Eunoia, you're showing that you're speaking in the audience's interest. You're talking about something that reflects their interest or helps them out in some way. And this is a matter of trustworthiness so the key question here is, how can you perform this sense of trust? [MUSIC]
