Alexander the Great used strategic imagery and faced identity disputes

Historical accounts of Alexander the Great highlight the complexities surrounding his identity and his strategic use of imagery to maintain power. Upon his death in Babylon in 323 BCE, his generals were unable to reach a consensus regarding whether he was Greek, Macedonian, or another identity. This lack of clarity regarding his legitimacy and succession contributed to the eventual fracturing of his vast empire.

To manage his public image across his conquered territories, Alexander granted the sculptor Lysippos exclusive authority over his likeness. By commissioning specific bronze portraits characterized by a distinct upward tilt of the neck and a yearning gaze, Alexander established a controlled visual legacy. This strategic use of art allowed his image to be reproduced across three continents, influencing how subjects perceived him as both a ruler and a divine figure.