Caricatured Austrian, 1 Ducat, from the series Coins of All Nations (N72, variation 1) for Duke brand cigarettes 1889

This lithograph of an Austrian man holding a Ducat coin was made by W. Duke, Sons & Co. as one of a series of cigarette cards. These cards were immensely popular, offering miniature works of art to a broad public that may have never set foot in a gallery. This image, like others in the series, creates meaning through cultural shorthand. It presents a national type, the mustachioed Austrian man, in folkloric costume, reduced to a caricature. By the late 19th century, Austria was an imperial power, but one increasingly seen as old-fashioned. This card’s visual language of caricature pokes fun at the country’s expense. The coin displayed by the figure becomes another symbol of Austria itself. To fully understand this image, we must consider the culture of mass media. The image reproduces ethnic stereotypes for the enjoyment of consumers. Images like these reflect the social order of the time, but they also shaped it, subtly informing viewers about the world and reinforcing social hierarchies. We can look to sources from the period, from newspapers to advertising, to better understand the role of images in shaping attitudes toward otherness.