“Making Lorenzo Magnificent”:
Image-management and the Medici family in 15th century Florence
On 9 April 1492, the forty-three-year-old Lorenzo de’ Medici passed away, having allegedly been refused absolution on his deathbed by the fiery Dominican preacher Savonarola. His funeral, though simple, was attended by almost the entire population of Florence. Lorenzo had assumed the position of de facto leader of the city at the age of 20, upon the death of his sickly father, Piero, whose time in charge of Florence was marked by attempted coups and an ongoing war with the Republic of Venice. Medici domination was by no means guaranteed, yet Lorenzo was to increase his reputation to such an extent that his family became arguably the most pre-eminent one of the Renaissance. How was this possible? How did Lorenzo hold on to power? What techniques did he employ to cultivate his image of politically-astute statesman, warrior, poet, and refined patron of the arts? How did he succeed in managing his image, and maintaining control for twenty-three years? This lecture will focus on his life and achievements and will consider the techniques that were employed to make Lorenzo truly ‘magnificent’.