A small detour from the HR and business field because it is dear to my heart.
Which party has the solutions for my worries and fears, my desires, or simply gives me a bit of hope? And who has the skills and resources to actually implement these solutions? With which party at the helm is the likelihood highest that our lives will improve?
Maybe you feel like I have in the past few days, and you haven't quite decided yet which party you will vote for on Sunday. Or maybe you already know, but somehow you're not entirely sure why you made that decision. Perhaps you've also used voting guides or other tools to get confirmation of your political views.
A luxury problem that the vast majority of human history didn’t have to deal with, because democracy hasn’t been around for that long. Although ancient Greece, or more broadly the Roman Republic or even Carthage, already tried their hand at it. When we talk about ancient Greece, we can’t avoid Aristotle, and in his work Rhetoric he describes three things that, in my opinion, can also be applied to the upcoming election.
Pathos, Ethos, and Logos
Aristotle describes Pathos, Ethos, and Logos as the three key elements that determine whether and how a message resonates with an audience.
Pathos: The emotional appeal. This is the part of communication meant to evoke emotions, whether it be joy, empathy, or even fear and hatred. The goal is to link the content with emotions. This also includes body language, facial expressions, and tone.
Ethos: The credibility of the speaker. To reach the audience, it’s not only important what or how a message is delivered. Moral integrity, goodwill, and knowledge of the subject matter are of fundamental importance.
Logos: The logical argument. This is about facts, evidence, and logical conclusions. It includes everything that supports a rational line of reasoning in the argument.
Fair enough, but what does that have to do with the upcoming National Council election?
When we form an opinion, especially when it comes to our deepest convictions, it’s often an emotional matter for us. And which part reaches our emotions most effectively? Exactly, Pathos. Pathos is the direct and fastest way into our emotional world. Accordingly, in its effectiveness, it surpasses both Logos and Ethos. How would it look if we illustrated all of this as a pyramid?
In political debate—or better said, the political reality show—Pathos takes center stage. Not only in speeches but also in written communication and on social media, Pathos occupies the most space. And it’s understandable, as it appeals to our primal instinct of wanting to belong to a group. After Pathos comes Ethos, which is also of significant importance. This might refer to the party itself, but more often it’s about the lead candidate. Can you trust this person? Are they competent and authentic? Do you believe in what they say and stand for? Finally, at the bottom is Logos. For many people, Logos is given little space because it requires much more effort to inform oneself than to get outraged.
To make a good decision next Sunday, you should flip this pyramid upside down.
Logos must be the foundation of your decision. Politics is not a reality show. Politics isn’t meant for entertainment, even though some media outlets and parties, in the race for clicks, try to sell it that way. Politics is about defining and implementing the organization and governance of our state. It’s about passing laws that can have fundamental impacts on all of our lives. It’s about distributing resources and power fairly. Politics is as boring as it is important. How many party platforms have you read before this election? Do you really know in detail what plans a party is pursuing? What goals they have? Or have you formed your opinion based on one or two emotional topics, fueled by clickbait articles and the parties themselves, through the power of Pathos?
Ethos deserves its place and requires no adjustment. The ethos of a party and the people working within that organization is always of great importance. Paper is patient, so it’s crucial that these people are of integrity—first, saying what they truly think, and second, actually following through on what they claim beforehand. So, what is their track record? How have they acted in the past? Have they been guilty of unethical behavior? Did they stand by their word?
Pathos can also be important in politics at certain moments, such as during events that unsettle the population (a good example being the first lockdowns of the COVID pandemic). In such times, it’s essential to convey emotions like calmness and composure. Or, when tough times lie ahead, to instill confidence and optimism. However, when deciding which party to vote for this coming Sunday, Pathos should play a much smaller role.
A request for you
I invite you to carefully consider which things will have a significant impact on your life and the lives of those around you. Read the party platforms and form an opinion about the goals they pursue, the vision they have for our future. Connect these points with your current desires and concerns, and identify the two parties that align most closely with you and your reality. Then, pay attention to the ethos of the people within these parties. Can you trust them? Have they proven themselves to be honest, trustworthy, and competent in the past? Finally, disregard the Pathos—it’s just noise. It distracts, deceives, and misleads. Don’t fall for the same marketing and NLP tricks that are used daily in advertising to influence us.
Austria, and in truth the entire world, is on the brink of a major transformation. Climate change, democratic values, the balance of global powers—the problems are complex and multifaceted. Find calm amidst this turmoil and make a rational decision. Your vote is too valuable to give away on a whim.
Thank you!
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