One of the most interesting developments of the 21st century internet is the phenomenal success of TED Talks. Marketed as “Ideas Worth Spreading,” these short online lectures grew out of a small annual conference in California to reach an expanding global audience.
The most interesting feature of these talks is that they seldom feature the calculated outrageousness or random silliness that gains so much attention on the web. Instead, they feature experts from different disciplines sharing groundbreaking insights into the world around us.
These speakers illustrate the appeal of logos. Logos is a Greek word meaning “word,” “utterance,” or “statement.” It comes from the same root as the word logic. Appeals to logos rely on the argument itself, the logical process of examining evidence and using deductive reasoning to draw conclusions.
Authors use logos when they:
Use evidence, facts, and statistics to support their points
Build a logical case using a step by step progression
Examine flaws in opposing views
Explain historical and cultural contexts
Outline the advantages of a particular course of action
For a good example of logos in action, watch this short lecture by education reformer Ken Robinson, a popular speaker on the TED site. This talk is animated in an interesting way, but the most compelling thing about it is the way Robinson builds his argument about the outdated ways our society schools its children.