El «Ethos» de José Jiménez Lozano en «Cartas de un cristiano impaciente» y «Hombre y época» («Destino» 1964-1977)

This study will focus on the analysis of José Jiménez Lozano’s ethos in the magazine Destino during the period 1964-1977. The analysis of ethos provides an in-depth understanding of the mechanisms that sustain persuasion in the genre of the personal column. Focusing on ethos reveals that ideological adhesion is not merely the result of a coincidence of opinions or the passive acceptance of arguments. Rather, it involves the identification of interlocutors with a shared universe of meaning capable of generating communities of conviction that share the world of values that give meaning to their ideas. This approach, drawn from discourse analysis, provides a deeper comprehension of persuasion, crystallized in Dominique Maingueneau’s notion of «incorporation» and Fernando López Pan’s concept of «persuasion through identification».