Welcome to Your Visual Guide to Augustus!

In this chapter, we are looking at how Augustus used "mass media" long before the internet existed. Because most people in the Roman Empire couldn't read or write, Augustus used monuments, statues, and coins to send powerful messages about his power, his family, and his "divine" right to rule. Think of these sources as the ultimate PR campaign!

Quick Cross-Reference: These visual sources work alongside the themes you’ll learn in other chapters, such as Divi filius (Son of a God) and Pater Patriae (Father of the Country).

1. Statues: The Face of the New Rome

Statues were essential because they allowed people across the Empire to "see" their leader. Augustus used them to project a specific image: youthful, strong, and blessed by the gods.

Augustus of Prima Porta

This is perhaps the most famous statue of Augustus. It was found at his wife Livia’s villa. It shows Augustus as a powerful Imperator (commander).

  • The Pose: He is shown in a "classicizing" style (based on the Greek Doryphoros), making him look like an idealized, eternal youth rather than an old man.
  • The Breastplate (Lorica): It depicts the return of the Roman standards lost to the Parthians—a huge diplomatic win for Augustus.
  • The Cupid: At his feet, there is a small Cupid riding a dolphin. This reminds everyone that Augustus is descended from the goddess Venus (via Aeneas), reinforcing his Divi filius status.

Head of Livia

Augustus' wife, Livia, had her own "brand." Her statues, like this portrait head, emphasize traditional Roman values.

  • The "Nodus" Hairstyle: Her hair is styled simply. This showed she was a modest, traditional Roman matron, not a flashy or "luxury-loving" woman.
  • Agelessness: Like Augustus, Livia is always shown as young and beautiful, suggesting the imperial family was "above" the normal passage of time.

Key Takeaway: Statues weren't just "art"—they were political posters that stayed the same for 40 years to show stability!

2. Coins: Propaganda in Your Pocket

Coins were the best way to spread a message fast. Everyone used money, so Augustus used the obverse (front) and reverse (back) to tell a story.

The "Early Career" Coins

  • Aureus (Octavian / Julius Caesar): The front shows Octavian; the back shows Julius Caesar wearing a laurel wreath. Message: "I am the rightful heir of the great Caesar."
  • Denarius (Octavian / Pax): The back shows the goddess Pax (Peace) holding an olive branch. Message: Octavian brings peace to Rome after the civil wars.
  • Aureus (Octavian on a bench): Shows him as a magistrate holding a scroll. Message: He is a civil leader, not a dictator; he is "restoring" the Republic.

The "Golden Age" Coins

  • Denarius (Comet): The back shows an eight-rayed comet with a tail. This refers to the comet seen at Caesar's funeral games. Message: Julius Caesar is now a god, so Augustus is officially Divi filius.
  • Aureus (Gaius and Lucius): Shows Augustus’ grandsons as principes iuventutis (leaders of the youth) with shields and priestly symbols. Message: The future of Rome is safe in the hands of Augustus’ family (succession).
  • Denarius (Sacrificial implements): Shows a tripod and patera (ritual bowl). Message: Highlights Augustus’ pietas (religious duty) and his leadership in Roman civic religion.

Did you know? Augustus also used a coin featuring himself with an oak wreath (the corona civica). This was a reward for saving the lives of Roman citizens!

3. Monuments: Changing the Landscape of Rome

Augustus famously said he "found Rome a city of brick and left it a city of marble." He used massive buildings to show that Rome was under a new, wealthy, and stable management.

The Ara Pacis Augustae (Altar of Augustan Peace)

This is one of the most important monuments for your exam. It celebrates the peace Augustus brought to the Empire.

  • The Friezes: One side shows a procession of the Imperial Family (including children!), showing the dynasty is healthy.
  • Mythological Links: Other panels show Aeneas (or Romulus) and the goddess Tellus (Mother Earth) or Pax. This links Augustus to Rome’s legendary past and the fertility/wealth of the land.

The Forum of Augustus

A massive public square built to house the Temple of Mars Ultor (Mars the Avenger).

  • Why build it? Augustus promised this temple after the Battle of Philippi to thank Mars for helping him avenge Julius Caesar.
  • The Statues: The forum was lined with statues of "Summi Viri" (Great Men of Rome) and members of the Julian family, placing Augustus at the very end of a long line of Roman heroes.

The Mausoleum of Augustus

Built very early in his career, this giant circular tomb was a statement. By building a massive tomb in Rome, he was telling the public: "I am a Roman hero who will stay in Rome forever," unlike Mark Antony, who wanted to be buried in Egypt.

Key Takeaway: Monuments were "permanent propaganda." They physically changed how people experienced the city of Rome.

4. The Empire Beyond Rome

Augustus had to appeal to people outside of Italy, too. The messages changed depending on who was looking at them.

  • The Sebasteion at Aphrodisias: In the Greek-speaking East, Augustus was often treated like a god. This temple complex features reliefs showing Augustus ruling over the land and sea, often alongside gods.
  • Kalabsha Gate (Egypt): Here, a relief depicts Octavian/Augustus dressed as an Egyptian Pharaoh, making offerings to the Egyptian gods. It shows how Augustus "translated" his image to fit local cultures to ensure loyalty.

Quick Review: Top Tips for the Exam

Common Mistake to Avoid: Don't just describe what the source looks like! You must explain why Augustus chose that specific image. If you see a coin with sacrificial tools, talk about pietas. If you see the Prima Porta statue, talk about military power and divine ancestry.

Memory Trick:
Coins = Currency (Messages in everyone's pockets)
Statues = Standing (The "look" of the leader)
Monuments = Marble (The permanent legacy)

Ready for the next step? Head over to the chapter on "Prescribed literary sources" to see how poets like Horace and Ovid put these same visual messages into words!