Marketing Maximilian
The Visual Ideology of a Holy Roman Emperor
Seiten
2008
Princeton University Press (Verlag)
978-0-691-13019-4 (ISBN)
Princeton University Press (Verlag)
978-0-691-13019-4 (ISBN)
Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority. The Holy Roman Emperor Maximilian I (1459-1519) was, this title argues, the first ruler to exploit the propaganda power of printed images and text. It explores how Maximilian used illustrations and other visual arts.
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 Durer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument.
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 Durer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument.
Larry Silver is the James and Nan Farquhar Professor of Art History at the University of Pennsylvania. His books include "Peasant Scenes and Landscapes, Hieronymus Bosch, Graven Images, Art in History", and "The Paintings of Quinten Massys".
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
Erscheint lt. Verlag | 4.5.2008 |
---|---|
Zusatzinfo | 100 halftones. |
Verlagsort | New Jersey |
Sprache | englisch |
Maße | 203 x 254 mm |
Gewicht | 1077 g |
Themenwelt | Geschichte ► Allgemeine Geschichte ► Neuzeit (bis 1918) |
Geisteswissenschaften ► Geschichte ► Regional- / Ländergeschichte | |
Geschichte ► Teilgebiete der Geschichte ► Kulturgeschichte | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 0-691-13019-1 / 0691130191 |
ISBN-13 | 978-0-691-13019-4 / 9780691130194 |
Zustand | Neuware |
Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
Europa 1848/49 und der Kampf für eine neue Welt
Buch | Hardcover (2023)
DVA (Verlag)
48,00 €
Giordano Bruno - ein ketzerisches Leben
Buch | Hardcover (2024)
C.H.Beck (Verlag)
29,90 €
die Fahrt der Bounty und die globale Wirtschaft im 18. Jahrhundert
Buch | Hardcover (2024)
Klett-Cotta (Verlag)
25,00 €