Finding and Using Evidence

Types of Evidence

Fact
A. Artifacts - Object used to prove a point. Physical evidence in court is considered artifactual, or it could be a visual aid such as a model or representation of something.
B. Anecdotal - Narratives that parallel, illustrate and dramatize social issues. Audiences identify with anecdotes through relating.
C. Figures and statistics quantify a social phenomenon or event. These numbers must be synthesized for impact. This synthesis leads to more powerful description or to inference resulting in generalization.

Opinion
A. Quotations from various sources or content experts are known as source-based evidence.
B. Testimony of witness or first-hand experience. Creates identification with audience.


Evidence and Persuasion

• Testimony is persuasive as long as it's documented.
• Factual evidence needs to be specific
• Stats and empirical evidence combine well to affect an audience.
• Valid evidence inoculates audience sympathies with counterarguments.
• Evidence has a short shelf life, and the more novel the better.
• Evidence that backs the audience's cultural and social contexts works better than contradictory evidence.
• Competency in delivery impacts value of evidence.
• Ethos impacts evidence.

Credibility
Competency - eloquence, dynamism, knowledge, wisdom
Charisma - good will, consistency, honesty
Confidence - assertive, aesthetic, paralinguistic




Appeals and Evidence Selection

• Logos - appealing to logic and reason
• Pathos - appealing to emotion and relation
• Ethos - the credibility of the presenter

Appeals are based in how the speaker is perceived and can be evoked by evidence:

• Logos can be found in statistical evidence
• Pathos can be evoked via testimony and anecdotal evidence
• Ethos is inherent to valid evidence and content experts

Evidence Litmus Test

Is it...

• Accurate - no error in the details, better to directly quote rather than paraphrase.
• Biased - objective recall and disclosure, conflicts of interest.
• Consistent - does evidence agree intrinsically?
• Current - that shelf-life thing
• Relevant - forced claims and backing are brittle
• Representative - is it mutually exclusive or generally applied?
• Qualified - what credential does the evidence possess?
• Sufficient - Comprehensive? Don't claim more than you can prove.
• Verifiable - More than one source is encouraged.

The "R" Word

• Research both sides of the case.
• Find as many viewpoints as possible.
• Stratify your research.
• Document your research.