Worldly Consumers: The Demand for Maps in Renaissance Italy
Worldly Consumers: The Demand for Maps in Renaissance Italy
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Abstract
Worldly Consumers explores the growing availability of maps to private consumers in sixteenth-century Italy and argues that maps became a central tool in the effort to construct an identity and impress one’s neighbors. This book examines the expanding market for maps as consumer goods, and reconstructs the value of Renaissance maps to their buyers using a variety of sources, including maps, household inventories, epigrams, dedications, catalogues, advice manuals, and books on geography and travel. This analysis demonstrates that individuals displayed maps in their homes as a deliberate act of self-fashioning—just as they did with paintings, sculptures, antiquities, and jewels. Yet maps were different from these other objects because the changing standards of accuracy in maps created a synonymy between image and place; this allowed map owners to use their maps as a stand-in for the depicted location. Displaying a map of a city or region thus showed one’s intimate knowledge about that place while simultaneously educating viewers. Renaissance Italians turned domestic spaces into a microcosm of larger geographical places to craft a cosmopolitan identity for themselves. Maps were valued not solely for their monetary cost or the information they contained, but for the cultural capital that accrued to their owners—a new class of consumer who deliberately directed the cultural work of their maps.
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Front Matter
- Introduction Finding the Consumers of Sixteenth-Century Maps
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One
Capturing the World on Paper: The Visual Tradition and Mapmaking
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Two
The Commerce of Cartography: Printing, Price, and Francesco Rosselli
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Three
A Buyer’s Market: Map Ownership in Venice and Florence, 1460–1630
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Four
A World Unknown to the Ancients: The Demand for Cartographic Novelty
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Five
The Power of Knowledge: Education and Curiosity in Cartographic Prints
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Six
Making an Impression: The Display of Maps in Sixteenth-Century Italian Homes
- Conclusion Worldly Consumers and the Meaning of Maps
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End Matter
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