Endoxa
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Endoxa derives from the word doxa (δόξα). Whereas Plato condemned doxa (beliefs and opinions) as a starting point for achieving Truth, Aristotle uses the term endoxa (commonly held beliefs accepted by the wise/by elder rhetors and/or by the public in general) to acknowledge the beliefs of the city. Endoxa is a more stable belief than doxa, because it has been "tested" in argumentative struggles in the Polis by prior interlocutors. The use of endoxa in the Stagirite's Organon can be found in Aristotle's Topics and Rhetoric. Gottfried Hoffe (translated by Christine Salazar) offers a detailed discussion of the topic in "Aristotle" (2003; pp. 35-42).
See also Zeitgeist.
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