Short Essay: The Numismatic Propaganda of Augustus. (original) (raw)

The coinage of Augustus, in their images and texts, celebrated the events and features which distinguished his rule and eminence, but also reveal how he used coinage as statements of ideology and belief whether those were to be read subliminally or as patent pronouncements. Whether issued on his command or by moneyers (Triumviri monetales) who might not have been his direct appointees but would not have risked his displeasure, Augustus' coins established his pervasive presence, authority and influence in Rome and in all things Roman. He set the pattern for Roman coinage on which the obverse portrayed the figure of power and the reverse showed symbols relevant to the purpose. On being named the heir of Julius Caesar, the first need of Octavian was to establish his political persona. Along with his fellow-triumvirs of the Second Triumvirate, Mark Antony and Marcus Lepidus, he issued coins to position himself in Roman politics. Even before his march on Rome in 43 BC, Octavian issued coins showing his portrait as a youthful man in mourning on the obverse and that of Julius Caesar wreathed on the reverse, leaving no room for doubt that he had staked a claim to his share of Caesar's political legacy. These coins served as a personal expression of loss and to attract public sympathy but also to project continuity. This was of particular importance in gaining and holding the loyalty of the triumviral legions which were Caesar's veterans. (Yoshida, n.d.:43) Augustus was instrumental in the deification of Julius Caesar in 42 BC, claiming that the appearance of Halley's comet signalled Caesar's apotheosis. He could therefore rightfully claim to be Divi filius (son of the deified) and indicated that claim on coins minted from 40 BC onwards which carried is own and Caesar's portraits. Four years later, in 36 BC, Augustus announced himself on his coinage as Imperator Caesar Divi filius, but omitted Caesar's portrait in favour of a temple dedicated to the deified Caesar on the reverse. Another reference on his coins which in text and imagery invoked his direct link with Julius Caesar as god, was the use of a portrait of Venus as the founder of the Iulli. Following the defeat of Mark Antony and Cleopatra in the battles of Actium and Alexandria in 31 and 30 BC, Venus was replaced with the god Apollo as his patron god.

Sign up for access to the world's latest research.

checkGet notified about relevant papers

checkSave papers to use in your research

checkJoin the discussion with peers

checkTrack your impact