The first influencer

If you read my Napoleon thread, I briefly touched on how he wrote his own articles and printed his own newspapers in Italy (1796) and Egypt (1798). That’s how he controlled public perception in France. That’s how he positioned himself as the providential man.

But what truly elevated Napoleon’s myth was his use of visual media to shape his public image and legacy. He was a master of propaganda long before the age of mass communication, and his strategic use of art cemented his legend.

With him, paintings became more than decoration—they became tools of storytelling, political messaging, and myth-making. His paintings didn’t just depict events; they crafted his legend. They showcased his triumphs, his leadership, and his larger-than-life persona.

They told the story of his battles—how he conquered the impossible (Crossing the Alps), how he embodied stability and unity (First Consul Portrait), and how he was both a disruptor and a man of institutions (Coronation). His chief painter, Jacques-Louis David, played a key role in shaping this narrative, ushering France into the Romantic era—a movement that would influence 19th-century politics and beyond.

The Art of Shaping Perception

Napoleon’s paintings weren’t just historical records; they were meticulously crafted brand-building tools.

David’s masterpieces didn’t just depict Napoleon; they crafted his myth.

• "Napoleon Crossing the Alps" A heroic, almost divine image of leadership and determination. David transformed a military maneuver into a heroic, almost divine moment.

• "The Coronation of Napoleon" reframed the event to emphasize his power—not just as emperor, but as the maker of his own destiny (crowning himself instead of waiting for the Pope).

Beyond portraits, other paintings immortalized key moments:

• The Siege of Toulon (1793)

• The Entry into Milan (1797)

• Austerlitz (1805)

• Napoleon’s Return from Elba (1815)

And, of course, paintings also depicted his fall:

• Waterloo

• Exile on St. Helena

Yet even in defeat, his image remained larger than life. His portraits ensured that history would remember him not just as a ruler, but as a revolutionary figure who reshaped France and Europe and gave it itslasting institutions.

Napoleon: The Master of Visual Propaganda

It’s fascinating how paintings served the same role as modern PR campaigns. Just as carefully curated Instagram posts or political ads shape public perception today, Napoleon’s commissioned portraits controlled how people saw him.

Even after his fall, these images ensured that he would be remembered as a trailblazing leader, not just a failed conqueror.

Let’s dig deeper:

1. Napoleon Crossing the Alps (1801-1805) – A Heroic Myth in Paint

Artist: Jacques-Louis David

Propaganda & Political Messaging:

• Glorification of Leadership → The painting depicts Napoleon not just as a general, but as a legendary leader, riding a rearing horse, clad in a dramatic cape. In reality, Napoleon didn’t actually cross the Alps on horseback—he took a mule.

  But that wasn’t the point. The painting turned a logistical military maneuver into a symbol of unstoppable determination.

• Historical Symbolism → The names "Hannibal" and "Charlemagne" are inscribed on the rocks beneath Napoleon, linking him to two legendary figures who also crossed the Alps. This visually places him in a historic lineage of conquerors.

• Divine-like Presence → The wind-blown cloak, the dramatic lighting, and the confident pose give him an almost supernatural aura. It transforms him from a mere man into a larger-than-life figure, chosen by fate.

• Power in Control → Despite the wild movement of the horse, Napoleon remains calm, composed, and in total control—symbolizing his ability to control chaos, whether on the battlefield or in governance.

Why It Worked:

This painting became one of the most reproduced images of Napoleon, reinforcing his myth as an unstoppable, charismatic, and heroic leader. It’s the equivalent of a carefully curated, high-production political campaign image today—one designed to project strength and decisiveness. In fact the Italy expedition created the myth of the invincible general.

2. The Coronation of Napoleon (1806-1807) – A Masterclass in Political Spin

Artist: Jacques-Louis David

Propaganda & Political Messaging:

• Self-Made Power → The painting captures Napoleon crowning himself Emperor in 1804. Traditionally, the Pope would crown monarchs, symbolizing divine approval. But Napoleon seizes the moment, placing the crown on his own head, signaling that his authority comes from his own merit—not the Church.

• The Pope's Role is Minimized → Pope Pius VII is seated in the background, appearing passive and almost irrelevant. This was a deliberate move to show that Napoleon, not the Church, held the real power.

• Political Legitimacy Through Family → Napoleon’s mother, Letizia Bonaparte, is prominently seated in the painting—even though she did not actually attend the coronation. David added her anyway because a strong maternal figure symbolized legitimacy and continuity, reinforcing Napoleon’s image as a unifying ruler.

  

  Madame mère (Napoleon’s mother Laetitia) seated in the center. She was not present at the Coronation of her son. She never approved of her son’s marriage with empress Josephine.

• Imperial Grandeur → The rich golds, reds, and opulent detailing turn the coronation into an imperial spectacle, emphasizing that France had entered a new era of power and stability under Napoleon.

Why It Worked:

This painting was a statement of control and authority. Napoleon rebranded himself from a military leader to a ruler above tradition, the Church, and even monarchy itself. It was political theater turned into lasting visual propaganda.

To recap: Under Napoleon, paintings became more than mere paintings:

• It’s a tool of propaganda. Napoleon positions himself as the architect of his own destiny.

• The absents are present. Even those not physically in the scene influence the narrative.

• It’s a masterclass in communication. Before social media, there were paintings—and paintings carried a message that lived forever.

Napoleon understood what leaders today still strive to master:
Controlling the narrative is controlling the legacy.