RIC 1 2 253 - DENARIUS OF AUGUSTUS, 32 - 29 BC
This silver Denarius was minted in Italy between 32 and 29 BC during the reign of Augustus.[1] The obverse and reverse of the coin is decorated with images and inscriptions which clearly serve as pro-Augustan propaganda and spread the message of his ability to rule well. This coin functioned as a piece of Imperial propaganda which exhibited the controlled image of Augustus to the public, helping him hold onto power for the remainder of his life following the death of Mark Antony and Cleopatra. Octavian’s rise to power, and the questionable acts he did in order to gain Imperial control, created a need for clever and effective methods of propaganda which could help gloss over the acts he committed in order to become Emperor.[2] The focus of his propaganda centered around piety, Roman values, and the idea that he was the one to restore peace by putting an end to the fighting and unrest in Rome.[3]
The image on the obverse of the coin depicts the goddess Pax, the Roman personification of peace, in front of a cornucopia and olive spray.[4] The reverse shows the figure of Augustus in military dress, the right hand is raised extending forward while the other holds a spear over his shoulder. The reverse image is accompanied by the inscription Caesar Divi F, Caesar Divis Filius,[5] which has loaded propagandistic implications.[6] The coin was minted following Augustus’ defeat of Mark Antony and Cleopatra in Egypt after which Augustus was then able to usher peace in Rome as the coin promotes.[7] The historical backdrop against which this coin is set is crucial to understanding the full propagandistic impact of the coin. Through understanding that Rome had just emerged from an extended period off Civil War, the coin suggests that Augustus seems to be smoothing the way for peace and his continual rise to power rather than the sharing of power as it had been in the Triumvirate.
The coins minted under Augustus spread through the Italian regions, carrying with them the Imperial ideals and messages promoted by Augustus through the images and inscriptions of the coins. He uses the goddess Pax to visually represent the peace that he forged and how, through this he had earned the title Augustus and the right to promote himself as the First Citizen of the Roman Empire. Pax represents the end of the Civil War and the subsequent peace brought to Rome by Augustus following the defeat of Mark Antony and the annexation of Alexandria. Rome had been caught in the midst of Civil War for a long time and thus, Augustus’ attainment of peace was a major achievement that could be manipulated to his advantage in the form of propaganda, allowing him to promote himself and stay in power for a long time. Religious figures were used frequently in coins and this is just one example. The Goddess Pax was used as a way of conveying a common message through a topic that was important to most Romans, the fact that Octavian was able to end the Civil war between Romans. Propaganda is all about reaching the intended audience (in this case the Roman people) and using imagery to do so.
The reverse of the coin contains a more direct plug to Augustus’ greatness. The inscription Caesar Divi F (Caesar Divis Filius), which translates Son of the Deified Caesar, highlights the way Augustus uses religion to promote his excellence and claim to power.[8] Julius Caesar, who adopted Octavian, was deified after his death. Consequently, this become a huge selling point for Augustus who could now justify his rule through his familial ties to his divine father Julius Caesar. This serves to demonstrate how religion and the notion of divinity was used to justify rulers in the time of Augustus as it had been done for centuries.[9] Thus, this coin has a dual function as propaganda. It both justifies the power of Augustus by highlighting his position as the son of a god, and promotes his filial piety, an important virtue in the Roman world, by honouring his father. Through honouring his father in this way, and as the son of a god, Augustus implies that the respect and status his divine father deserves should be inherited by him as a ruler. By referencing the deification of Julius Caesar, he gives himself a direct line to the Gods that the Roman people worshipped. Julius Caesar himself was said to have descended from Venus which is a further link to the Gods. This is a prime example of imperial propaganda.
The imagery on the coin shows him in a very complimentary light. The military dress holding a spear sends a clear message to the audience of the coin, regarding Augustus’ accomplishments. Octavian uses this element of the coin to touch on another value of the Roman people, the military prestige of a leader was crucial in the Republican period and this carried beyond into the Imperial period. The annexation of Egypt was a large conquest for Romans and served as a way to end the Civil War. This cast Octavian in the image of conqueror, further developing his image in the public. The image of Alexander in military dress and holding weaponry, presents the image of a strong military leader that was able to defend Roman and expand its borders.
The coin overall shows a pristine image of how Augustus wished to be seen by the Roman people. He sells himself as a good son by honouring his father and a military leader who led Rome out of Civil War and into peace. He gives honour to Pax and shows that he is a pious man.[10] The propaganda found within this coin highlights Augustus’ ability to manipulate his image to create a specific persona for himself that serves to exalt him as an outstanding Roman citizen and Emperor.
References
[1] Ethan Gruber, “RIC I (second edition) Augustus 253,” Online Coins of the Roman Empire, accessed Saturday 22 September 2018, http://numismatics.org/ocre/id/ric.1(2).aug.253
[2] Michael Grant, “Augustus: Roman Emperor,” Encyclopedia Britannica, updated 15 August 2018. https://www.britannica.com/biography/Augustus-Roman-emperor
[3] Brewminate, “Augustus: The Use of Propaganda to Establish and Maintain Legitimacy and Power,” Brewminate, published 1 May 2016 http://brewminate.com/augustus-the-use-of-propaganda-to-establish-and-maintain-legitimacy-and-power/
[4] Ethan Gruber, “RIC I (second edition) Augustus 253,” Online Coins of the Roman Empire, accessed Saturday 22 September 2018, http://numismatics.org/ocre/id/ric.1(2).aug.253
[5] Ethan Gruber, “RIC I (second edition) Augustus 253,” Online Coins of the Roman Empire, accessed Saturday 22 September 2018, http://numismatics.org/ocre/id/ric.1(2).aug.253
[6] Ethan Gruber, “RIC I (second edition) Augustus 253,” Online Coins of the Roman Empire, accessed Saturday 22 September 2018, http://numismatics.org/ocre/id/ric.1(2).aug.253
[7] United Nations of Roma Victrix, “Roman Timeline of the 1st Century BC.” United Nations of Roma Victrix, accessed Saturday 22 September 2018. https://www.unrv.com/empire/roman-timeline-1st-century.php
[8] Brewminate, “Augustus: The Use of Propaganda to Establish and Maintain Legitimacy and Power,” Brewminate, published 1 May 2016 http://brewminate.com/augustus-the-use-of-propaganda-to-establish-and-maintain-legitimacy-and-power/
[9] Brewminate, “Augustus: The Use of Propaganda to Establish and Maintain Legitimacy and Power,” Brewminate, published 1 May 2016 http://brewminate.com/augustus-the-use-of-propaganda-to-establish-and-maintain-legitimacy-and-power/
[10] Brewminate, “Augustus: The Use of Propaganda to Establish and Maintain Legitimacy and Power,” Brewminate, published 1 May 2016 http://brewminate.com/augustus-the-use-of-propaganda-to-establish-and-maintain-legitimacy-and-power/