Retweets and Regimes: The Legacy of Political Spectacle from Ancient Rome to Modern Day

Abstract

From ancient empires to modern democracies, power has always relied on more than brute force. It requires persuasion. Throughout history, leaders have turned to media in its many forms to shape public perception and build legitimacy. This article explores the use of propaganda through various forms of media in ancient Rome, specifically during the reign of Augustus. Given the expansiveness of the Roman empire, carefully crafted means of influence were needed to control its population. This study highlights how Augustus strategically used propaganda to shape public perception and legitimize his authority. By analyzing the Roman gladiatorial games and coinage, this research reveals how these forms of media were used to instill a collective identity, reinforce political power, and disseminate messages of Roman strength and superiority across the empire. Additionally, this article draws parallels between ancient Roman political strategies and the tactics of modern political figures, with particular attention to how today’s leaders leverage social media in disseminating propaganda.