Jack Ma’s Speech at Forum for World Education: A Rhetorical Analysis
Question
1. Analyze a recent persuasive speech (within the past three years) utilizing each of Aristotle’s three artistic proofs: logos, ethos, pathos. You can pull from different branches of government and/or occasions, and various issues.
2. Identify the speaker, speech, and occasion.
3. Source all examples from the same speech to examine the interrelation between the modes of proof.
4. Feel free to use any of the terms and concepts for each type of proof.
- For instance, you could identify an enthymeme and/or a series of examples for logos.
- You could also analyze intelligence, character, and/or goodwill as the primary method of establishing ethos.
- You could recognize the speaker’s evocation of any of the emotions as an example of pathos.
5. For each concept, develop a clear thesis in one paragraph (three paragraphs total, approximately one page each).
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Solution
Jack Ma’s Speech at Forum
for World Education: A Rhetorical Analysis
According to
Aristotle, how well a speech is presented depends on the speaker’s appeal to
the audience in three different areas; logos, ethos, and pathos. In logos, the
speaker seeks to appeal to reason; ethos appeal to the writer’s character and
pathos appeals to the emotions, values, and sympathetic imagination (Wang,
p.106). Utilizing Aristotle’s three artistic/rhetorical forms, this study will
seek to evaluate Jack Ma’s 2019 speech at Forum for World Education in Paris,
France (Alibaba Group). Jack Ma’s speech was about the need for education to
keep up in this fast-changing world.
First,
Aristotle opines that logos refers to “the speech itself, in so far as it
proves or seems to prove.” Aristotle then adds that logos should be referred to
as the “rational appeal.’’ This calls for the speech to create a sense of
reasoning which could be inductive or deductive, thus inviting the audience to
make logical connections to the speech (Wang, p.106). This concept of reasoning
also includes enthymematic reasoning built on solid proof. In his speech about
the need to redraw the curriculum to conform to the present and future needs,
Jack Ma tells the audience using examples of how present-day education is
largely not in tandem with the current world’s needs. Jack Ma mentions how the
problems of the 21st century are different from that of the past. While this is
the case, he laments how most world countries have not seriously engaged in
programs to change their current education systems. With rising globalization,
Jack Ma even proposes the possibility of a standardized global curriculum at
some point. With most recent education research calling for a change in
education systems, it is observed that Jack Ma’s speech is built on solid proof
and/or impeccable reasoning. Also, with most countries aligning curriculum
systems with their current and future needs, Jack Ma’s speech passes the
rational appeal test because of its conformity to the present realities in
education. Logos in Jack ma speech is when he said, “It’s the fast-developing
China that created Alibaba,” and “Alibaba was born in China but serves the
world.” The phrase “serves the world” is an
example of how Alibaba is trying to bridge the gap between China and other
countries.
Second, ethos
refers to the audience’s sense of what is proper. Speakers use ethos to
persuade others about social causes and matters of social significance like
environmental pollution, poaching, slavery, and such profound social concerns
(Wang, p.110). Jack Ma utilizes ethos well by appealing to his audience on the
need to have a deep think of the efficacies of the educational curriculum as in
most parts of the world. He tells the audience about the need to make schooling
the same as a zoo (Alibaba Group). Jack uses this analogy to try and persuade
the educational experts in attendance to craft educational systems that capture
the competencies of all learners. Since zoos have many different types of
animals in their custody, Jack feels that the education systems should be
inclusive. The audience also seems to agree with his sentiments, judging from
the nods and claps between Jack Ma’s speeches. It is moral and ethical that
education is inclusive for all learners. Jack Ma’s speech is observed to
contain elements of ethos, thus making it effective. Aristotle believes that
ethos should gain the audience’s trust in what is being said (Wang, p.107). In
order to create this sense of trust, the speaker must be seen as a credible and
reliable source. Furthermore, the effective use of ethos could also help build
a relationship with the audience. In Jack Ma’s speech, he often tries to
connect with the audience by sharing personal stories. For instance, he
reminisces about his childhood when he had to work hard to earn money. He also
thanks France for being one of the earliest countries to invest in Alibaba
Group. These personal stories help build a rapport with the audience and make
him appear relatable. In addition, by sharing his successes and failures, Jack
Ma allows the audience a glimpse into his character. It is observed that the
ethos appeal is effective in Jack Ma’s speech because it helps to build a
relationship with the audience and make him appear credible.
Third, when
evaluating Jack Ma’s appeal by pathos, it is observed that pathos hinges on the
emotional appeal aspects of the speech. While the agreement is that humans are
rational individuals, the fact is that humans are, in part, emotional and
driven by their self-need and interests (Wang, p.107). Jack uses this
rhetorical form by calling for an education system that caters to different
types of learners. Jack Ma mentions how he failed his college entrance exams
multiple times and how the systems in place at that period were partly to
blame. By using self-mocking strategies in his speech, Jack Ma sought to appeal
to the educationists in attendance on the need to develop learner-centered
curriculums. He does this by presenting himself as one of the many students who
had to endure education systems that favor first learners and/or children who are
competent in certain subjects. Jack tries to tell his audience the story of his
success as a high school teacher who founded the giant corporation Alibaba. In
the speech, he comes out as persuasive through the application of pathos in his
presentation. An example of Pathos in Jack’s speech is when he talks about his
struggle in college, “I failed my college entrance exams three times. The
biggest reason was that the system just didn’t fit me. Those were the days when
China was poor, and the world was rich. The educational system was designed to
train people to work for others. If you didn’t excel in tests, you have deemed
a loser” (forumforworldeducation.org). This story is meant to tug at the audience’s
heartstrings and evoke an emotional response. The goal of pathos is to convince
the audience of the need to take any action, and it is observed that Jack Ma’s
speech achieves this goal.
In
summarizing, this study notices three rhetorical forms: logos, ethos, and
pathos. The study notices that Jack Ma is a brilliant public speaker who
includes logos, ethos, and pathos in his speech to make it more effective. The
study concludes that Jack Ma’s speech is rhetorically effective because of the
use of ethos, logos, and pathos. The three forms of proof work together to
create a powerful, persuasive speech.
Works Cited
Alibaba
Group. “Jack Ma: Education Needs to Keep up with Fast-Changing World.” YouTube,
Alibaba Group, 5 Dec. 2019. https://youtu.be/a8WZphmjsL4.
Lin, Wang. “Three Modes
of Rhetorical Persuasion.” Sino-US English Teaching 16.3
(2019): 106-112. http://www.davidpublisher.com/Public/uploads/Contribute/5cc1077dd950d.pdf




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