When Julius Caesar was assassinated, young Octavian at the age of 18 became his sole heir. He immediately went to Rome, yet encountered backlash from Julius Caesar's right-hand man, Mark Antony. The ingenious Octavian immediately responded by suggesting that Antony had "sold out" to the murderers and the Senate. This was the inital confrontaion between Octavian and Antony and his initial use of propaganda that would last until the death of Antony in 30 BCE.
There were two contrasting views of young Octavian. He was a good leader, great for Rome, if he was brutal, he had to do it. Once in power, wonderful things came to Rome such as the Pax Romana or peace.
On the other hand, he was terrible, decieved allies, and the peace he brought was sustained with blood. Augustus was a glory seeker and claimed to do good things for Rome, yet it was for his own power.
No matter what people believed, Augustus was a master propagandist. From the beginning, he used propaganda against his enemies. He was patient, skillful, and intelligent. Although she was beautiful, it was thought that Augustus married his wife Liva to solidify his political stance and gain status in the elite population.
Augustus seduced soldiers with bonuses, gave the people food, entertainment, and peace. He further made himself stronger by solidifying the functions of the Senate, the magistrates, and the law.
Before the Battle of Actium, Octavian used propaganda to turn the soldiers and people against his opponent Mark Antony and Cleopatra. He convinced the people of Rome that Cleopatra had seduced Mark Antony and that he was under her control. Also, Cleopatra, a foreign Egyptian queen wished to take over Rome. Octavian convinced people that she had her name inscribed on Mark Antony's soldiers' shields. He also accused Antony of dressing in a way that was not native to Rome. This scared the Roman people and soldiers as it was unheard of to have a woman rule Rome, especially a foreign woman.
Many soldiers switched sides before and during the battle due to the rumors.Mark Antony and Cleopatra fled to Egypt. Octavian was triumphant. He ended civil wars and officially brought peace to Rome.
27 BCE marked the beginning of the Roman Empire and the reign of Augustus, Rome's first emperor. He negotiated a power share with the Senate, yet said "I restored the republic and gave power back to the Senate." Again, skillful use of propaganda. He reorganized the provinces and gave himself the most powerful provinces.
Augustus's propaganda worked. He was awarded the corona civica which was a wreath of oak leaves that was for ending the civil wars. He was also awarded the clipeus virtutis or the shield of virtue, given for bravery. Coins were made in his honor, which spread the word of his achievements.
Augustus was careful not to be called a king or dictator. Instead, he took the name "Princeps" meaning the first man, which was a republican title. He was given eleven consulships and maius proconsular meaning he had higher power in all the provinces. Augustus was a brilliant propagandist and politician. He knew it was all about appearances.
Augustus made his mark on Rome. It is said he turned Rome from a city of bricks to a city of marbel. He wanted to transform Rome into a true cosmopolitan capital of the Meditteranean. Augustus created the golden age of literature. The writers of the period were cultivated by Maecenas who was comissioned by Augustus. There was an expectation of presenting Augustus in a positive light. The most famous was the Aeneid, which Augustus claimed to be a descendent of the hero Aeneas. Aeneas was a military man, devoted to the Roman gods, and a man of honor and sacrifice. He embodied the behaviors Augustus claimed to have and promoted throughout the empire.
Augustus also used coins as a form of propaganda. Due to the high illiteracy rate, it was a way to spread images of himself and his messages across the empire.
Finally, more portraits and statues of Augustus appeared throughout the Roman Empire than any other man in history. They appeared in public spaces and private homes. Many were embedded with messages of propaganda.
In conclusion, Augustan propaganda was spread throughout the Roman Empire. In his early years, he spread propaganda messages against his enemies through the use of rumors. As he became more powerful his use of propaganda evolved. He married for political gain. As time went on his propaganda messages became visual and were seen on coins, buildings, literature, and statues. He used his family by marrying his daughter to multiple men. He later banished his own daughter to set an example for his moral reforms. Augustus stopped at nothing to become the most powerful man and Rome's first emperor. By his death in 14 AD, Augustus's messages would be widespread throughout the empire. Augustus had a vision and knew how to get what he wanted. His impact through the use of skillful propaganda on Rome, the world, and history was monumental.
Source: https://storymaps.arcgis.com/stories/3b0c2d94ff7c41bdb971fc21b85d1c21
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