Integrating Embodied Ethos, Pathos, and Logos for Ethical Practices in Organizations

Abstract

As a response to the decoupling of the ‘talk’ and the ‘walk’ in organizations regarding claimed goodness and actions, this contribution explores the role of the rhetorical modes of ethos, pathos, and logos as a new form of wise communication to handle timely ethical and societal issues. We develop a criticism of one-sided, often logos-oriented and instrumentalizing, irresponsible and unresponsive approaches taken by organizations in their communication efforts, and then go on to propose a more balanced, proto-wise integration of the three modes as part of embodied practice. We differentiate and reintegrate these rhetorical forms, and discuss them in relation to embodied, ethical and aesthetic practices that are qualified as responsible, responsive, and reasonable in and beyond organizations. Finally, some implications and perspectives on organizing an embodied, living ethos of sustainability are suggested.