Prof Heidi Amelia-Anne Weber
Augustus

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How did Augustus build up his cortina of grandiosity around? Which were his weapons for the creation of his public relations that gave him the shape of a winner, almost a god?

Gaining great popularity with his assertive victory over Marcus Antonius at Actium, Octavian stood poised to return to Rome as the triumphant hero, ready to take his rightful place as leader. The anxieties of the chaotic previous era had been put to rest with the great promises made by Caesar's heir. However, Octavian needed to work at gaining the favor of the people, and the Senate. In so doing, he could rise to the ranks of untold power. Soon after the death of Julius Caesar, accompanied with his learning that he was the man's designated heir, Octavian began his work towards gaining the favor of the people of Rome. Modifying his name to incorporate that of his fallen relative, he took new honors when he became Gaius Julius Caesar. He called out to the will of the people to recognize him in a similar light as they had heralded Caesar.
Quickly at odds with Marcus Antonius over accession of power, Octavian rationalized that he had to earn the support of the populace through various measures. As Caesar before him had distributed coins and grain at his speeches, he too followed suit. Through Antonius hindered Octavian's access to Caesar's personal property and prevented him from using that money to foster the backing of the public, he cultivated other means to gain financial support elsewhere. This he used in attempt to draw the crowds to his side.
As Marcus Antonius worked diligently against the rising Octavian, he in turn continued to work on strengthening his character and his presence. As a means of fostering good will among the populace, he held a grand celebration in honor of the Games of the Victory of Caesar. Through these events, he heralded an image pleasing to the Romans.
Octavian wisely sought the support of the veterans as well. Their concerns over land compensation was a troubling issue, since the promised lands had already been sold off and there were no finances available to make great purchases. However attempts made to confiscate other lands led to further disturbances. As war emerged with Egypt and Octavian proved the victor, he determined that the Ptolemaic resources would help make provisions for the veterans, thus gaining him many allies.
Octavian continued to build his cortina of grandiosity around his image and status of a war hero as well. As a perpetual
reminder, a statue of Victory was set forth in the Senate. In addition, many trophies of war, like the rostra the Romans had taken from the doomed Egyptian fleet, were displayed for all to relish in the Roman might. He cautiously worked the Senate, recognizing the need for their support. Many different positions and honors were bestowed upon Octavian, even that of tribunicia potestas. The greatest of these titles, however, came with new power.
In 27 B.C., in a pretentious display, Octavian announced that the Republic had been restored. Among the pomp and circumstance of the great pronouncement, he further added that he was relinquishing his authority and going into retirement. Having just liquidated the Senate during the course of the previous year and filling the ranks with men of large holdings, his allies in the Senate remonstrated against this action, proclaiming the need of his leadership, his presence, his magnanimous character. Deftly handling the situation, he was given the grant of imperium for a decade along with the greatest of honors, that of the title of Augustus. Placing divine honors upon him further enhanced his original status as the offspring of a deity. The title Augustus was granted to a man for the first time when it was given to Octavian.
He fostered this image to the public to place himself as one who should not suffer the ill fates of men like Caesar before him.
Also, the worship of the emperor that would be employed here and followed thereafter was a measure used to unify the entire population as well.
Augustus employed the power of the great poets and writers to heighten his status. Though he preferred to remain associated with the gods through his own persona, many like Vergil and Horace penned him as a divine figure in their poetic words. Other forms of literature too helped bring an emphasis on the realm of sanctity to both August and his power.
Having taken the title of Pontifex Maximus, placing him as the leader of the Roman religion, Augustus worked continuously at both reviving religion and placing himself at its core. The Senate also added his name to the list of gods, deeming him divus
Augustus. Augustus was a shrewd politician. He gained support for his power by courting support from various groups who could help foster his rise. The addition of divine powers brought his status to unfounded levels and ensured that his place as the emperor of Rome go relatively undisturbed.