Portret van Giovanni Maria Conzaga 1702 - 1764

This is Francesco Zucchi’s print of Giovanni Maria Conzaga, made sometime in the 18th century. It shows us how portraiture could function as a tool of power. Note the armor that Conzaga wears: this isn’t for battle, it’s a symbol of strength and authority. The elaborate wig was a fashion statement of the aristocracy, emphasizing status. By commissioning this portrait, Conzaga presented a particular image of himself to the world, one of a leader and nobleman. Consider how the institutions of the art world have played a role in shaping the perception of figures like Conzaga. Prints like these would circulate amongst the elite, reinforcing social hierarchies. They acted as a form of propaganda, promoting certain ideals and values. To fully understand this print, we need to research the history of portraiture, the social customs of the 18th century, and the role of the Gonzaga family in Italian politics. Only then can we grasp the full meaning of this image and its place in history.