Rhetorical Analysis-Ethos Pathos Logos: Vivek Ramaswamy’s Powerful & Awesome Speech Rhetoric #3

Join me as I perform an argumentation and rhetorical analysis on one of Vivek Ramaswamy’s 2024 GOP candidate speeches. Whether you’re a fan of Mr. Ramaswamy’s policy vision or not, it’s clear that Ramaswamy is an exceptional critical thinker and rhetorician. This series breaks down the rhetorical analysis into a series of posts:

• #1: Rhetorical Analysis – Thesis & Line of Reasoning
• #2: Rhetorical Analysis – Claims: Vivek’s Powerful & Awesome Speech Rhetoric
• #3: Rhetorical Analysis – Ethos Pathos Logos: Vivek’s Powerful & Awesome Speech Rhetoric (this post!)
• #4: Rhetorical Analysis – Devices: Vivek’s Powerful & Awesome Speech Rhetoric
• #5: Speech Modeling – How to use Vivek Ramaswamy’s Rhetoric to create speeches in ChatGPT
• #6: Counterargument – Vivek’s Powerful & Awesome Speech Rhetoric

Subject Analysis Details

• Speech: 2023 Faith & Freedom Coalition
• Speaker/Speechwriter: Vivek Ramaswamy
• Campaign Slogan: Truth
• Date of speech: 06/23/2023
• Speech Length: 14 minutes
• Rhetoric Type: Constitutive Rhetoric
  • provide a collective identity for an addressed audience
  • construct the audience as a subject in history; justifying their identity across time
  • demand that subjects act in accordance/take action with their identity as enacted in history

Rhetorical Situation

• Exigence: Driven by a concern for the changing cultural landscape in America, especially among the younger generation. It reflects a perceived erosion of traditional values and the search for a unifying American identity. Ramaswamy believes that addressing these challenges is crucial to the future of the nation. Moreover, his political aspirations and vision for the presidency are entwined with this exigence, making it a central theme of his speech.
• Audience: Faith & Freedom Coalition
• Purpose:
  • To advocate for a renewed sense of purpose and meaning in American society.
  • To persuade the audience, particularly the conservative base, of the speaker’s vision and political agenda.
  • To gain support for his candidacy for the U.S. presidency as a Republican.

Quiz – Ethos Pathos Logos

Wait!! Before reading any further I welcome you to try this short quiz to test your line of reasoning skills. What could be more fun? That was a rhetorical question. Nothing could be more fun. Take the Quiz.

Rhetorical Data Analysis – Rhetorical Appeals

Some of the observations and data insights I thought were worth noting from the rhetorical appeals data analysis. I included the appeals data dashboard below this table. Play around with the data and let me know in my YouTube comments if I missed anything of interest.

#	Rhetorical Data Analysis	Commentary
1	Data distribution of the 3 claim types throughout the entire speech: Pathos = 50%, Ethos = 25%, Policy = 25%	My expectation was that Pathos would be the dominant appeal since this speech is an example of constitutive rhetoric
2	Establish Identity line of reasoning: Ethos = 67%, Pathos = 17%, Logos = 17%	Establish Identity should always primarily be Ethos.
3	Present Policy line of reasoning: Pathos = 67%, Ethos = 33%	I was initially surprised that no Logos appeared in this line of reasoning, however, makes sense as the Logos statements form the argument and the Pathos/Ethos statements are used in the calls to action.
4	Identify Issues line of reasoning: Logos = 42%, Pathos = 42%, Ethos = 17%	I was surprised that Logos didn’t have the majority. Perhaps it’s my mis categorization of appeals?
5	Connect Values line of reasoning: Pathos = 68%, Logos = 25%, Ethos = 8%	This was expected as pathos is often used to emotionally connect values.

Rhetorical Data Analysis Dashboard – Rhetorical Appeals

• Use the Full Screen icon in the bottom right to expand the dashboard
• Use the bar or pie chart to filter by Appeal Type
• Use the Line of Reasoning to filter by Line of Reasoning

Rhetorical Appeals – Ethos, Logos, & Pathos

In the realm of persuasive discourse, the art of rhetoric plays a pivotal role, shaping opinions and inspiring action. Vivek Ramaswamy’s presidential speech stands as a testament to the power of rhetoric, skillfully employing ethos, pathos, and logos to convey a compelling message. In this rhetorical analysis, we will explore the nuances of these rhetorical appeals, highlighting key statements that exemplify their effectiveness and impact.

Ethos: Building Trust and Credibility

Ethos, the appeal to ethics and credibility, is paramount in establishing trust between the speaker and the audience. Ramaswamy creates his ethos in the Establish Identity line of reasoning by recounting his personal journey, emphasizing his immigrant background, and detailing his achievements as the CEO of a successful pharmaceutical company. One of the standout ethos statements occurs when he shares his decision to step down from his CEO position to combat what he terms a “cultural cancer.” This act of self-sacrifice not only enhances his credibility but also portrays him as a genuine leader deeply invested in his shared vision of the American Dream. Another interesting ethos statement is when he identifies himself as the first Millennial to run for U.S. President as a republican. Typically this could be viewed as a negative attribute with an older, conservative audience, however, he turns his youth into a positive attribute. This establishes his credibility to understand and convey societal issues impacting younger generations of Americans.

… it was the dream that allowed me to go in a single generation from being the kid of Indian immigrants who came to this country with almost no money to becoming the founder of a multi-billion dollar company that I led as CEO.

Logos: Crafting Logical and Rational Arguments

Logos, the appeal to logic and reason, forms the intellectual foundation of persuasive discourse. Ramaswamy employs logos by presenting well-structured cause and effect arguments to support his Identify Issues line of reasoning. He addresses cultural challenges, societal issues, and the decline in national pride among younger generations, supporting his claims with real-world examples and statistics. One notable logos statement is his assertion that the erosion of traditional American values has resulted left a void of purpose and meaning in our country that has resulted in our current societal issues.

We are hungry for a cause. We are hungry for purpose and meaning and identity at a time in our national history when the things that used to fill that hunger – faith, patriotism, hard work, family – these things have disappeared, and that leaves a moral vacuum in its wake. And when you have a black hole that runs that deep, that is when the poison fills the void: wokism, transgenderism, climatism, covetism, globalism, depression, anxiety, drug usage, suicide.

Pathos: Eliciting Emotion and Empathy

Pathos, the appeal to emotions, is the heartbeat of persuasive communication. Ramaswamy skillfully weaves emotional narratives throughout his speech to create an emotional connection with his audience. His reference to Martin Luther King’s “I Have a Dream” speech and childhood memories creates a nostalgic atmosphere, evoking a shared sense of American identity. Ramaswamy uses pathos within the Connect Values line of reasoning to frame this American identity around traditional values and ideals.

What does it mean to be an American? It means we believe in the ideals that set this nation into motion 250 years ago – ideals like meritocracy and the pursuit of excellence, that you do get ahead in this country not on the color of your skin but on the content of your character and your contributions.

Conclusion: Ethos Pathos Logos

In conclusion, Vivek Ramaswamy’s presidential speech is a testament to the art of rhetorical persuasion. By skillfully incorporating ethos, pathos, and logos, he not only captivates the audience but also inspires them to reflect on the fundamental values that define the nation. Through a delicate interplay of personal narratives, empathetic appeals, and logical reasoning, Ramaswamy creates a persuasive discourse that transcends mere words, leaving a lasting impact on the hearts and minds of the listeners.

Rhetorical Analysis – Arrangement Summary

• Speech Opening
  • Vivek Ramaswamy begins by expressing gratitude and acknowledging the importance of Martin Luther King’s “I Have a Dream” speech.
  • He shares his personal journey, from being the child of Indian immigrants to becoming the CEO of a multi-billion dollar company.
  • He sets the stage for discussing a “cultural cancer” that threatens the dream Martin Luther King talked about.
• Decline of Traditional American Values
  • Vivek Ramaswamy is concerned about the decline of traditional American values, such as faith, patriotism, hard work, and family. These values have historically been seen as central to the American identity.
  • This decline is seen as a cultural crisis that threatens the moral fabric of the nation.
• Identity Crisis and Lack of Unity
  • The younger generation, represented by the speaker as a millennial, is described as experiencing an identity crisis.
  • There is a perceived lack of a unifying American identity that transcends diversity and differences.
  • Vivek Ramaswamy sees this as contributing to societal issues and a sense of purposelessness.
• Political and Societal Issues
  • The speech alludes to a range of political and social issues, such as affirmative action, border security, and dependence on foreign nations (specifically, the Chinese Communist Party).
  • Vivek Ramaswamy presents these issues as problems that require attention and solutions.
• Preservation of American Values
  • The overarching exigence is the preservation of what Vivek Ramaswamy views as core American values and principles, such as meritocracy, the rule of law, and the pursuit of truth.
  • Vivek Ramaswamy is calling for action to protect and restore these values.
• Speech Conclusion
  • Vivek Ramaswamy concludes by emphasizing the potential for America’s ascent and the need for collective effort to preserve the American dream.