Hegemony and protectionism in Bologna's meat trade: the role of visual imagery in reputation management

Citation

Freathy P & Thomas I (2021) Hegemony and protectionism in Bologna's meat trade: the role of visual imagery in reputation management. Enterprise and Society, 22 (2), pp. 566-592. https://doi.org/10.1017/eso.2020.3

Abstract
During the Renaissance, visual images were legitimate and authoritative sources of information that influenced behavior and directed public opinion. Against a background of political and religious unrest and growing pressure for economic reform, it is maintained that Annibale Carracci’s painting of The Butchers Shop (ca. 1580–1583) sought to legitimize the professionalism of Bologna’s butchery trades, reinforce the reputation of the guild system, and remind audiences of the dangers of papal interference in commercial endeavor. By implicitly advocating the value of institutional hegemony and trade protectionism, The Butchers Shop represents a form of late sixteenth-century visual propaganda and image management.

Keywords
Propaganda; Image Management; Visual Imagery; Butchery; Guilds

Journal
Enterprise and Society: Volume 22, Issue 2

People

Professor Paul Freathy

Professor, Marketing & Retail