Ethos--perception of speaker [author, sponsor, much broader definition]. Cybersociety 2.0: Revisiting Computer-mediated Communication and Community.. Textual Masquerade. Role-playing.
Identification--response of audience to rhetor's ethos. [Kenneth Burke has a lot more to say about this.] Delivery in oral communication = medium. Audience invoked, Audience expressed.
Textual analysis in Chapter 4.
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