Marketing Maximilian: The Visual Ideology of a Holy Roman Emperor

Marketing Maximilian: The Visual Ideology of a Holy Roman Emperor

by Larry Silver
     
 

ISBN-10: 0691130191

ISBN-13: 9780691130194

Pub. Date: 04/14/2008

Publisher: Princeton University Press

Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority and spread their ideology. Born just decades after Gutenberg, the Holy Roman Emperor Maximilian I (1459-1519) was, Larry Silver argues, the first ruler to exploit the propaganda power of printed images and text. Marketing Maximilian explores how Maximilian used

Overview

Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority and spread their ideology. Born just decades after Gutenberg, the Holy Roman Emperor Maximilian I (1459-1519) was, Larry Silver argues, the first ruler to exploit the propaganda power of printed images and text. Marketing Maximilian explores how Maximilian used illustrations and other visual arts to shape his image, achieve what Max Weber calls "the routinization of charisma," strengthen the power of the Hapsburg dynasty, and help establish the Austro-Hungarian Empire. A fascinating study of the self-fashioning of an early modern ruler who was as much image-maker as emperor, Marketing Maximilian shows why Maximilian remains one of the most remarkable, innovative, and self-aggrandizing royal art patrons in European history.

Silver describes how Maximilian—lacking a real capital or court center, the ability to tax, and an easily manageable territory—undertook a vast and expensive visual-media campaign to forward his extravagant claims to imperial rank, noble blood, perfect virtues, and military success. To press these claims, Maximilian patronized and often personally supervised and collaborated with the best printers, craftsmen, and artists of his time (among them no less than Albrecht Dürer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument.

Product Details

ISBN-13:
9780691130194
Publisher:
Princeton University Press
Publication date:
04/14/2008
Edition description:
New Edition
Pages:
352
Product dimensions:
8.20(w) x 10.20(h) x 1.10(d)

Table of Contents

Preface vii
Chapter 1: Introduction: Maximilian's Artworlds 1
Chapter 2: Family Ties: Genealogy as Ideology for Emperor Maximilian I 41
Chapter 3: Translation of Empire 77
Chapter 4: Caesar Divus: Leader of Christendom 109
Chapter 5: Shining Armor: Emperor Maximilian, Chivalry, and War 147
Chapter 6: Magnifi cence and Dignity: Princely Pastimes 169
Chapter 7: Conclusions: Dynasty and/or Nation? 215
Notes 237
Bibliography 289
Index 301

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