After becoming Rome's first emperor, Augustus carefully crafted his public image through various means to establish and maintain power.
Augustus propaganda after Battle of Actium was extensive and strategic. He portrayed himself as the restorer of peace and Roman values after years of civil war. Through coins, statues, poetry, and architecture, Augustus spread messages about his leadership and achievements across the empire. The famous Ara Pacis altar, decorated with images of peace and prosperity, stands as a prime example of how he used art to communicate his role as a bringer of stability.
Octavian military achievements and triumphs were consistently highlighted to demonstrate his power. While he celebrated victories like Actium, he was careful to present himself as a reluctant warrior who fought only to defend Rome's interests. He documented his accomplishments in the Res Gestae, a detailed account of his deeds that was displayed throughout the empire. The text emphasized both his military prowess and his generosity to the Roman people through public works and games. Augustus also maintained control of the army through personal loyalty and regular payments, ensuring their support for his regime.
The Deification tactics of Augustus and Julius Caesar played a crucial role in establishing divine authority. While Julius Caesar was officially deified after death, Augustus took a more subtle approach during his lifetime. He styled himself as "divi filius" (son of the divine), referring to his adopted father Caesar, and allowed emperor worship in the provinces while maintaining a more modest image in Rome. He built temples honoring Julius Caesar and associated himself with Apollo and other deities, creating a religious aura around his rule without claiming outright divinity. This careful balance helped legitimize his unprecedented position as Rome's first emperor while avoiding the appearance of monarchy that had doomed Caesar. Through these combined efforts of military achievement, propaganda, and religious association, Augustus successfully transformed the Roman Republic into an empire while maintaining the facade of traditional Republican values.