L'ethos ou la construction de l’identité dans le discours

Abstract

The aim of the present study is to examine the way the discursive construction of identity is built according to one of its most important indicators, i.e. the ethos. Considering that globalization is gradually blurring cultural differences, we believe that in this context it is even more interesting to study the concept of identity at the discourse level. After a short presentation of the concept of ethos as described in the specialized literature, we will analyze in detail the speaker’s search for identity, while paying attention to a particular type of ethos, namely the ethos of neutrality in political discourse and in advertising.