The notion of discursive ethos has been the subject of various researches on the image of the enunciator produced by the discourse. This image, according to Maingueneau (2005, 2006, 2008, 2014), is built in the discourses through its multiple relations with the other (subjects and speeches) and it emerges from the articulation between various elements (ethical, aesthetic, psychic), which need the interlocutor's incorporation to be apprehended in a complex set of social and cultural

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... ns[1].[1] Some of the ideas about ethos were developed in the article Identidade, alteridade e cultura regional: a construção do ethos milongueiro gaúcho (DI FANTI, 2009).