Edwin Black's essay on "The Second Persona," introduced to rhetorical critics a rationale and model for a type of ideological criticism. Because it ignored the role of pathos in both the rhetoric Black purported to critique and in the construction of his own audience, Black's essay mis-described key features of Robert Welch's "Blue Book", which was his explicit example of right-wing discourse. This critique of Black's essay invites readers to explore further the relationship between ideology and pathos and to expand our tools for building pathos and for examining pathos in public rhetoric, including the use of pathos in our own academic writing. (Contains 97 notes.)