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Augustus' Propaganda in Gaul

By 40 B.C., when the Treaty of Brundisium gave Octavian jurisdiction over Gaul, Romanization here was well under way. Gallia Narbonensis had been a Roman province for the best part of 80 years and Julius Caesar had established a significant Roman presence in the rest of Gaul. Even before receiving command, Octavian had recognized the importance of this whole region for his own interests and for those of Rome. And so right from the beginning he set out to exert a personal influence and reinforce and extend that of Rome. A glance at the archaeological remains, inscriptions, coins, and other sources shows that he used an extensive and intensive propaganda to achieve his purposes and that this was well-received by the native population and the Romans residing here. What follows is an attempt to examine the themes that made up this propaganda and to analyze the methods used by Augustus to create and spread his message. To do this, it seems both natural and necessary to treat a number of related topics: (1) evidence for Augustus' strong interest in Gaul and his recognition of its importance for his purposes; (2) the ways in which he established his presence here with special emphasis on the colonies and native settlements that he founded and refounded; (3) the themes that made up this Augustan propaganda; (4) the worship of Augustus as a kind of culmination of the process; and (5) the part that the imperial family played in disseminating and extending the information. Finally, some kind of an overview must be attempted to make clear the nature and range of this propaganda.1