3.6 Augustan ideology in imagery
9 min read•august 21, 2024
Augustan ideology shaped Rome's visual landscape through art, architecture, and coinage. Augustus used these mediums to project an image of peace, prosperity, and divine favor, legitimizing his rule and establishing a new imperial iconography.
Key themes in Augustan imagery included the , , , and a return to a mythical . These ideas were expressed through symbols like the , religious rituals, military victories, and divine associations with gods like and Venus.
Augustan visual propaganda
- Augustan visual propaganda played a crucial role in shaping public perception of Augustus and his reign
- Utilized various artistic mediums to communicate imperial ideology and legitimize Augustus's rule
- Emphasized themes of peace, prosperity, and divine favor to solidify Augustus's position as Rome's leader
Key themes and motifs
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- Pax Romana (Roman Peace) depicted through symbols of abundance and harmony
- Pietas (religious devotion) showcased through imagery of religious rituals and temple dedications
- Virtus (courage and military prowess) represented by scenes of military victories and trophies
- Golden Age mythology incorporated to present Augustus as the bringer of a new era of prosperity
- Family and dynastic imagery used to establish legitimacy and continuity of rule
Symbolism of peace and prosperity
- Cornucopia (horn of plenty) symbolized abundance and agricultural fertility under Augustus's rule
- Olive branches represented peace and reconciliation following the civil wars
- Depictions of closed temple doors of Janus signified an end to conflict and the establishment of peace
- Personifications of conquered provinces paying tribute illustrated the extent of Roman dominion
- Imagery of bountiful harvests and thriving commerce emphasized economic stability and growth
Divine associations and imagery
- often accompanied Augustus, linking him to the king of the gods
- Apollo featured prominently as Augustus's patron deity, associated with arts and prophecy
- portrayed as the divine ancestress of the Julian family, legitimizing Augustus's lineage
- Inclusion of the in imagery connected Augustus to ancient prophecies and divine will
- Depictions of Augustus performing religious rituals emphasized his role as
Portraiture of Augustus
- Augustus's portraiture served as a powerful tool for shaping his public image and political message
- Evolved over time to reflect changing political circumstances and Augustus's increasing power
- Widely disseminated throughout the empire, creating a recognizable imperial iconography
Idealized vs realistic depictions
- Early portraits showed more realistic features, emphasizing Augustus's youth and vigor
- Later depictions became increasingly idealized, presenting Augustus as an ageless, godlike figure
- Classicizing style adopted from Greek art to convey dignity, wisdom, and divine favor
- Subtle blend of realism and idealization created a recognizable yet aspirational image
- Consistency in facial features across different media ensured widespread recognition
Evolution of imperial portraiture
- established the canonical image of Augustus as imperator and statesman
- portrayed a more youthful Augustus, emphasizing his role as heir to Julius Caesar
- Adoption of the "" by imperial family members created a unified dynastic image
- Gradual shift towards more divine attributes in later years of Augustus's reign
- Influence on subsequent imperial portraiture, establishing conventions for future emperors
Symbolic attributes and accessories
- symbolized victory and connection to Apollo
- worn in many depictions emphasized Augustus's role as first citizen (princeps)
- in some sculptures alluded to Augustus's divine lineage through Venus
- Inclusion of the (shield of virtue) in portraits highlighted Augustus's moral authority
- Depiction with the scroll of state () emphasized Augustus's role as lawgiver and administrator
Monumental architecture
- Monumental architecture played a vital role in transforming the physical landscape of Rome
- Served as tangible manifestations of Augustus's power, piety, and vision for the empire
- Incorporated complex iconographic programs that reinforced key themes of Augustan ideology
Forum of Augustus
- Dedicated in 2 BCE, showcased Augustus's role as restorer of the Roman state
- Central temple dedicated to (Mars the Avenger) fulfilled Augustus's vow to avenge Julius Caesar
- featured statues of Roman heroes and Augustus's ancestors, creating a historical narrative
- Exedrae contained statues of Romulus and Aeneas, linking Augustus to Rome's mythical founders
- Overall design and decoration emphasized themes of Roman virtue, military glory, and dynastic legitimacy
Ara Pacis Augustae
- Altar of Augustan Peace, dedicated in 9 BCE to commemorate the Pax Augusta
- Exterior friezes depicted processions of the imperial family and Roman dignitaries
- Mythological scenes on the altar included the she-wolf with
- Personifications of peace and prosperity adorned the monument, including Tellus (Earth)
- Vegetal friezes symbolized the abundance and fertility brought by Augustan rule
Temple of Mars Ultor
- Centerpiece of the , dedicated in 2 BCE
- Housed statues of Mars, Venus, and the deified Julius Caesar, emphasizing Augustan lineage
- Architectural design blended Greek and Roman elements, symbolizing Augustus's cultural program
- Served as a repository for military standards recovered from the Parthians, highlighting diplomatic success
- Became the new starting point for magistrates departing for war, reinforcing its military significance
Numismatic imagery
- Coinage served as a powerful medium for disseminating Augustan ideology throughout the empire
- Allowed for rapid and widespread circulation of imperial imagery and messages
- Provided a means of commemorating significant events and achievements of Augustus's reign
Coins as propaganda tools
- Enabled the dissemination of imperial imagery to all corners of the empire
- Served as miniature works of art, conveying complex messages through limited space
- Provided a durable and widely circulated medium for
- Allowed for quick responses to political events and shifts in imperial messaging
- Reinforced imperial authority through control of monetary production and imagery
Augustan iconography on coinage
- Portrait of Augustus on obverse established the emperor's image as a symbol of state authority
- Reverse designs featured a wide range of symbols and scenes reinforcing Augustan themes
- , Augustus's zodiac sign, appeared on coins to emphasize his fated rule
- Depictions of military trophies and conquered provinces celebrated imperial expansion
- Religious imagery, such as the (ritual ladle), highlighted Augustus's role as Pontifex Maximus
Circulation and impact
- Wide distribution of coins ensured exposure to Augustan imagery across social classes
- Standardization of imperial portraits on coins created a recognizable image of the emperor
- Local mints in provinces adapted Augustan imagery to regional contexts, spreading imperial ideology
- Coin hoards and archaeological finds demonstrate the extensive reach of numismatic propaganda
- Influence on subsequent imperial coinage, establishing conventions for future emperors' numismatic programs
Sculptural programs
- in public spaces conveyed complex narratives of Augustan ideology
- Integrated mythology, history, and contemporary events to create a cohesive visual language
- Served as powerful tools for educating the public and reinforcing imperial messages
Imperial family representations
- Group portraits of the imperial family emphasized dynastic continuity and stability
- , Augustus's wife, often depicted with attributes of goddesses like Ceres or Juno
- , Augustus's right-hand man, portrayed in both military and civic roles
- Representations of imperial children, such as Gaius and , highlighted succession plans
- Posthumous depictions of Julius Caesar reinforced Augustus's connection to his adoptive father
Mythological narratives
- Scenes from Roman mythology used to draw parallels with Augustus and his family
- depicted to emphasize the Julian family's divine origins
- Romulus and Remus imagery connected Augustus to Rome's founding myth
- Apollo and Diana featured prominently, reflecting Augustus's special relationship with these deities
- Hercules's labors sometimes alluded to in relation to Augustus's own achievements
Historical reliefs
- Depicted key events and achievements of Augustus's reign in a narrative format
- Scenes of military victories, such as the recovery of standards from the Parthians
- Representations of diplomatic triumphs, including the submission of foreign rulers
- Civic achievements like the implementation of new laws or public building projects
- Religious ceremonies and sacrifices performed by Augustus in his role as Pontifex Maximus
Literary connections
- Visual arts of the Augustan period often drew inspiration from and referenced contemporary literature
- Created a synergy between visual and literary arts that reinforced Augustan cultural programs
- Allowed for complex allusions and layered meanings in both artistic and literary works
Visual references to Vergil
- Scenes from the Aeneid appeared in various art forms, reinforcing Rome's mythical origins
- Depictions of the golden bough connected Augustus to Aeneas's divine mission
- Imagery of Anchises and Aeneas echoed Vergil's emphasis on pietas and family duty
- Visual representations of the shield of Aeneas mirrored Vergil's ekphrasis in the epic
- Pastoral scenes in art reflected the idealized Italian landscape described in the Georgics
Horace and Augustan imagery
- Carmen Saeculare hymn inspired visual depictions of the Secular Games of 17 BCE
- Horace's odes on Roman virtues found parallels in sculptural programs celebrating these qualities
- Imagery of Apollo and Diana in art echoed Horace's emphasis on these deities in his poetry
- Visual representations of the golden age aligned with Horace's literary depictions of Augustan peace
- Portraits of Maecenas, Horace's patron, highlighted the importance of imperial patronage of the arts
Ovid's poetic descriptions
- Metamorphoses provided rich source material for mythological scenes in Augustan art
- Ovid's detailed descriptions of the gods influenced their visual representations in sculpture and painting
- Scenes from the Fasti, Ovid's poetic calendar, appeared in reliefs depicting Roman religious festivals
- Visual depictions of love and desire in art often paralleled Ovid's treatment of these themes
- Ovid's exile impacted later interpretations of Augustan imagery, adding layers of complexity to visual programs
Provincial adaptations
- Augustan visual language spread throughout the empire, adapting to local contexts and traditions
- Allowed for the integration of imperial ideology with regional cultural practices
- Demonstrated the flexibility and wide-reaching impact of Augustan visual propaganda
Local interpretations of imagery
- Provincial elites commissioned artworks that blended Augustan themes with local styles
- Adaptation of imperial portraiture to suit regional aesthetic preferences and sculptural traditions
- Incorporation of local deities and myths into Augustan iconographic programs
- Use of indigenous materials and techniques in creating Augustan-style monuments and sculptures
- Reinterpretation of Augustan symbols to align with local cultural and religious contexts
Spread of Augustan visual language
- Establishment of imperial cult centers in provinces disseminated Augustan imagery
- Construction of forums and public buildings in provincial cities following Augustan models
- Distribution of official imperial portraits to be displayed in public spaces across the empire
- Adoption of Augustan architectural elements, such as the Corinthian order, in provincial buildings
- Circulation of coins bearing Augustan imagery facilitated the spread of imperial iconography
Regional variations
- Gallic provinces incorporated Celtic artistic traditions into representations of Augustus and his family
- Greek East maintained stronger Hellenistic influences in their adaptations of Augustan art
- Egyptian provinces blended pharaonic imagery with Roman imperial iconography
- Spanish regions emphasized Augustus's role in urbanization and economic development in local art
- North African provinces highlighted agricultural abundance in their interpretations of Augustan themes
Legacy and influence
- Augustan visual propaganda established enduring models for imperial representation
- Continued to shape perceptions of Roman imperial power long after Augustus's reign
- Influenced artistic and political expressions in later periods, from antiquity to modern times
Impact on later imperial imagery
- Subsequent emperors adopted and adapted Augustan iconographic programs
- Prima Porta type portrait remained influential in imperial portraiture for centuries
- Augustan architectural innovations, such as the extensive use of marble, became standard in imperial projects
- Themes of peace, prosperity, and divine favor continued to dominate imperial visual propaganda
- Numismatic conventions established under Augustus persisted throughout the imperial period
Renaissance rediscovery
- Renewed interest in Augustan art during the Renaissance influenced artistic and architectural styles
- Excavations of Augustan monuments provided models for Renaissance and Baroque artists
- Augustan literary sources, such as Vitruvius, shaped Renaissance theories of ideal architecture
- Collectors and antiquarians sought Augustan artworks, contributing to the formation of major museums
- Neo-classical movement drew heavily on Augustan visual language for both art and political imagery
Modern interpretations
- Academic studies of Augustan art have deepened understanding of Roman visual culture
- Contemporary artists continue to engage with and reinterpret Augustan imagery
- Political leaders have drawn on Augustan visual strategies for their own propaganda purposes
- Digital reconstructions and virtual reality experiences allow for new ways of experiencing Augustan art
- Ongoing archaeological discoveries continue to refine our understanding of Augustan visual propaganda
Key Terms to Review (37)
Aeneas's flight from Troy: Aeneas's flight from Troy refers to the mythological journey of the Trojan hero Aeneas as he escapes the burning city of Troy after its fall, embarking on an epic adventure that leads him to Italy. This narrative is central to Roman mythology and serves as a foundational myth for the origins of Rome, symbolizing themes of duty, destiny, and divine intervention, all of which align closely with Augustan ideology in imagery.
Agrippa: Marcus Vipsanius Agrippa was a prominent Roman general and statesman, closely associated with Augustus and crucial in the establishment of the Roman Empire. He played an essential role in military victories and urban development, making significant contributions to social reforms, public spaces, and the promotion of Augustan ideology through art and architecture.
Apollo: Apollo is a significant figure in Roman mythology, known as the god of music, arts, knowledge, and the sun. He symbolizes many ideals that were important to Augustan Rome, connecting to Augustus' portrayal in official art and coinage, and reflects the broader themes of Augustan ideology, sacred landscapes, imperial iconography, and mythological allegories.
Ara Pacis: The Ara Pacis, or Altar of Peace, is a monumental altar dedicated to Pax, the Roman goddess of peace, and was commissioned by the Roman Senate in 13 BCE to honor Augustus's return from Spain and Gaul. This structure is not only an important piece of propaganda celebrating peace and prosperity but also embodies Augustan ideology, reflecting the social, political, and cultural transformations during his reign.
Ara Pacis Augustae: The Ara Pacis Augustae, or Altar of Augustan Peace, is a monumental altar in Rome dedicated to Pax, the Roman goddess of peace. Commissioned by the Roman Senate in 13 BCE to honor Emperor Augustus and celebrate his return from Spain, this structure symbolizes the peace and prosperity that Augustus aimed to achieve during his reign, reflecting his broader building program, visual rhetoric in public art, and the ideological underpinnings of Augustan imagery.
Augustan Look: The Augustan Look refers to a distinctive artistic style that emerged during the reign of Emperor Augustus in ancient Rome, characterized by ideals of beauty, harmony, and the promotion of imperial propaganda. This aesthetic was deeply rooted in the ideological framework that sought to legitimize Augustus's rule, emphasizing themes such as divine ancestry, moral virtue, and a return to traditional Roman values. Artists and architects employed specific techniques, including idealized forms and classical references, to convey these messages effectively through various forms of imagery.
Augustan propaganda: Augustan propaganda refers to the strategic use of art, architecture, literature, and public messaging during the reign of Emperor Augustus to promote his political agenda and legitimize his rule. This form of communication aimed to reshape Roman identity and values in the wake of civil war, emphasizing themes like peace, stability, and the restoration of traditional Roman virtues. The propaganda was evident in monumental inscriptions and imagery that conveyed Augustus's achievements and the divine favor he purportedly received.
Capricorn: Capricorn is the astrological sign associated with the zodiacal constellation of the same name, represented by a goat, which symbolizes ambition and determination. In the context of Roman coinage and imagery, Capricorn holds significant meaning as it relates to Augustan ideology and the promotion of power through celestial associations, emphasizing a divine connection to authority and governance.
Clipeus virtutis: The clipeus virtutis, or 'shield of virtue,' was an emblematic piece of Roman art that represented the virtues and achievements of a leader, particularly Augustus. This shield often depicted allegorical figures and scenes that celebrated military victories and moral excellence, thus reinforcing the ideals of strength, courage, and piety within the Augustan cultural renaissance and public propaganda.
Colonnades: Colonnades are rows of columns that support a roof, entablature, or arches, often creating a covered walkway or space. They serve both aesthetic and functional purposes in architecture, contributing to the visual harmony and rhythm of a building or public space while providing shelter and defining movement through urban environments. In ancient Rome, colonnades were prominently featured in public buildings, temples, and forums, reflecting the ideals of urban design and the promotion of civic life.
Cornucopia: A cornucopia is a symbol of abundance and nourishment, often depicted as a horn overflowing with produce, flowers, or other good things. This imagery is closely associated with prosperity and the idea of bounty, making it a powerful motif in various forms of art and iconography. In the context of coinage and numismatic imagery, the cornucopia signifies wealth and the flourishing economy under Augustus. Similarly, it represents Augustan ideology, reinforcing messages of peace, stability, and abundance brought by the regime.
Cupid riding a dolphin: Cupid riding a dolphin is a motif found in Roman art, symbolizing love and the fluidity of desire, often associated with Venus, the goddess of love. This imagery was used in various forms of Augustan art to convey themes of harmony, beauty, and divine favor, reflecting the ideals of the Augustan ideology that sought to promote peace and stability within the Roman Empire.
Forbes Type: The Forbes Type refers to a specific classification of Augustus' official portrait types, characterized by a distinct hairstyle and facial features that align with his ideological presentation. These portraits were carefully crafted to convey Augustus' authority, divinity, and moral virtues while promoting his image as the ideal leader of Rome. By establishing a recognizable and idealized visual identity, these portraits played a key role in disseminating Augustan ideology throughout the empire.
Forum of Augustus: The Forum of Augustus is an ancient public space built in Rome by Emperor Augustus around 2 BCE, designed as a monumental complex to showcase his achievements and reinforce his political power. This forum was strategically positioned adjacent to the Forum of Julius Caesar, symbolizing the continuity and legitimacy of Augustus' rule following the fall of the Roman Republic.
Gaius Caesar: Gaius Caesar, also known as Caligula, was the third Roman emperor, ruling from AD 37 to AD 41. He was a member of the Julio-Claudian dynasty and is often remembered for his extravagant lifestyle and controversial reign. His image and portrayal in public art reflect the complexities of Augustan ideology and visual rhetoric, emphasizing both his familial ties to Augustus and his role as a ruler who often defied traditional norms.
Golden Age: The term 'Golden Age' refers to a period of great achievement, prosperity, and cultural flourishing in a civilization. In the context of Augustan Rome, this era signifies the peace and stability established under Augustus, which allowed for significant advancements in art, literature, and architecture. This period is marked by the use of imagery and architectural sculpture that celebrated Roman values and the accomplishments of Augustus, reflecting an ideology aimed at unifying and revitalizing Roman society.
Jupiter's Eagle: Jupiter's Eagle is a symbolic representation associated with the Roman god Jupiter, often depicted as a powerful and majestic bird. This eagle not only serves as a divine messenger but also signifies the authority and might of Jupiter, reflecting themes of power, protection, and victory in Augustan imagery. In art and monuments of the Augustan era, the eagle was frequently used to communicate Augustus' divine right to rule and his connection to the gods.
Laurel Wreath: The laurel wreath is a circular arrangement of interlocking branches and leaves from the bay laurel tree, traditionally associated with victory and honor in ancient Rome. It symbolized triumph, status, and was often used to denote authority, linking it to various aspects of Roman culture and power.
Livia: Livia was the wife of Emperor Augustus and a significant figure in the political and cultural landscape of Augustan Rome. Her role transcended that of a traditional Roman matron, as she became a symbol of virtue, loyalty, and power, influencing the visual rhetoric in public art, Augustan ideology, and the imperial cult, while also being prominently represented in monuments like the Ara Pacis and historical relief panels.
Lucius Caesar: Lucius Caesar was a prominent Roman figure, born in 17 BCE, who was the son of Marcus Antonius and Julia, the daughter of Julius Caesar. His significance lies in his role as a potential heir to Augustus and his involvement in the political landscape of early Imperial Rome. His image was used in public art to project Augustan ideals and strengthen the legitimacy of the imperial family.
Mars Ultor: Mars Ultor, or Mars the Avenger, is a significant Roman deity associated with vengeance and war, particularly in the context of Augustus' political and military propaganda. This figure was central to the ideological framework of Augustus’ regime, symbolizing not only martial power but also divine favor in avenging Julius Caesar’s assassination. The imagery and iconography of Mars Ultor were used to legitimize Augustus' rule and promote his military victories.
Numismatic imagery: Numismatic imagery refers to the visual representations and symbols used on coins and medals to convey messages, commemorate events, or promote political ideologies. This form of imagery was particularly significant in ancient Rome as it served as a tool for propaganda, showcasing the power and legitimacy of rulers like Augustus through carefully curated iconography that reflected their achievements and divine favor.
Pantheon: The Pantheon is a monumental temple in Rome, originally built to honor all the gods of Ancient Rome. It stands as a prime example of Roman architecture, symbolizing the merging of religious and civic life during the Augustan era, reflecting the cultural renaissance and innovative building techniques that characterized this period.
Pax Romana: Pax Romana, meaning 'Roman Peace,' refers to a 200-year period of relative stability and prosperity across the Roman Empire that began with the reign of Augustus in 27 BCE and lasted until around 180 CE. This era is characterized by reduced military expansion, a flourishing economy, and significant advancements in arts and culture, which are critical to understanding the transformation of Rome during and after the establishment of the imperial system.
Pietas: Pietas refers to a Roman virtue embodying duty, loyalty, and devotion, particularly to family, gods, and the state. This concept became prominent during the Augustan era as it symbolized the moral foundation of society, emphasizing the importance of fulfilling one’s obligations. It was closely tied to the ideals of Augustus, who promoted pietas as essential for restoring traditional values and stability in Rome.
Pontifex maximus: Pontifex maximus refers to the highest priest in ancient Rome, who held significant religious and political power. This position was crucial in maintaining the relationship between the state and the gods, symbolizing authority in both spiritual and civic matters. The title became synonymous with leadership during the Augustan era, particularly as Augustus used it to consolidate his power and promote an ideology that emphasized traditional Roman values and religious practices.
Prima porta type: The prima porta type refers to a specific artistic style and iconography seen in the statue of Augustus of Prima Porta, which exemplifies the portrayal of the emperor as a heroic figure and a divine leader. This style combines elements of Greek classical sculpture with distinct Roman attributes to communicate Augustus' authority, military success, and divine favor, serving as a key visual representation of Augustan ideology.
Public monuments: Public monuments are large structures or artworks built to commemorate significant events, figures, or ideals in society, often displayed in public spaces to promote collective memory and civic pride. These monuments can reflect cultural values and political ideologies, serving both decorative and propagandistic purposes. Their design and placement are crucial for understanding the messages they convey about history, power, and identity.
Romulus and Remus: Romulus and Remus are the legendary twin brothers credited with the founding of Rome, born to the vestal virgin Rhea Silvia and the god Mars. Their story is central to Roman mythology, embodying themes of conflict, leadership, and divine favor, which were significant in shaping visual representations in public art and the ideologies promoted during Augustus' reign.
Sculptural programs: Sculptural programs refer to the coordinated and thematic arrangement of sculptures that are designed to convey specific messages or ideas within a particular architectural setting. These programs often reflect the values, ideologies, and cultural narratives of the time, making them crucial in understanding the broader historical context and purpose of the artworks.
Sibylline Books: The Sibylline Books were a collection of prophetic texts in ancient Rome, believed to contain oracles and predictions related to the fate of the city. These books played a significant role in religious and political life, influencing decision-making and public policy during the Augustan period, particularly in the context of promoting stability and divine favor.
Simpulum: A simpulum is a type of ancient Roman vessel, typically a ladle or spoon, used for ritual purposes, particularly in religious ceremonies. This object often symbolizes the act of offering and is crucial in understanding the rituals associated with Augustan Rome and the ideological imagery that accompanied them.
Temple of Mars Ultor: The Temple of Mars Ultor was a temple in Rome dedicated to the avenging aspect of Mars, built by Augustus in the Forum of Augustus. It served not only as a religious site but also as a monument celebrating Augustus's victory over his enemies, embodying the political propaganda and ideologies of the Augustan regime.
Toga: The toga was a distinctive garment worn in ancient Rome, symbolizing Roman citizenship and status. It was typically made of wool and draped elegantly over the body, signifying the wearer's public persona. The toga was not just a piece of clothing; it was deeply intertwined with the ideals of Roman identity, authority, and the representation of political power, particularly in the context of Augustan imagery and official portraiture.
Venus Genetrix: Venus Genetrix is a title given to the Roman goddess Venus, emphasizing her role as the mother of the Roman people, particularly in connection to Julius Caesar and the Julian family. This concept reinforced the idea of divine lineage and connection to the gods, which was central to Augustan propaganda and identity.
Virtus: Virtus is a Latin term that embodies the Roman ideals of courage, valor, and moral excellence. It represents not only physical bravery but also ethical conduct and the pursuit of excellence in all aspects of life. The concept was integral to Roman identity, influencing various cultural and artistic expressions during the Augustan period, as it was linked to the ideals promoted by Augustus and reflected in public imagery, mythological sculptures, and personifications of virtues.
Volumen: Volumen, in the context of Augustan Rome, refers to the physical and aesthetic qualities of a structure or monument, emphasizing its spatial dimensions and overall mass. This term connects deeply to how Augustan ideology used monumental architecture to convey power, stability, and the divine right to rule. The use of volumen in imagery symbolizes the grandeur and authority of Augustus, encapsulating the ideals of the Augustan Age through architecture that stands as a testament to imperial strength and cultural identity.