Marketing Maximilian: the visual ideology of a Holy Roman Emperor

Abstract

"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."--BOOK JACKET.

Contents

1. Introduction: Maximilian's Artworlds -- 2. Family Ties: Genealogy as Ideology for Emperor Maximilian I -- 3. Translation of Empire -- 4. Caesar Divus: Leader of Christendom -- 5. Shining Armor: Emperor Maximilian, Chivalry, and War -- 6. Magnificence and Dignity: Princely Pastimes -- 7. Conclusions: Dynasty and/or Nation?