Rhetorical strategies in discourses about language: the persuasive resources of ethos

The aim of the paper consists in showing the relevance of ethos-based rhetorical strategies in a journalistic genre called Columns on language (CSLs) in the Spanish press. CSLs are authored by persons of recognized prestige who take position with regard to an issue, often related to correct language usage. The argumentative importance that the speaking subject reveals to have in these kinds of texts has actually led us to study the mechanisms able to construct his/her discursive image. These mechanisms, involved in shaping the author’s ethos, are supposed to raise the readers’ level of support. Four presentational columns belonging to different authors, years, and journals have been analyzed in order to explore the persuasive resources of ethos.