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Worldly ConsumersThe Demand for Maps in Renaissance Italy$
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Genevieve Carlton

Print publication date: 2015

Print ISBN-13: 9780226255316

Published to Chicago Scholarship Online: January 2016

DOI: 10.7208/chicago/9780226255453.001.0001

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Worldly Consumers and the Meaning of Maps

Worldly Consumers and the Meaning of Maps

(p.159) Conclusion Worldly Consumers and the Meaning of Maps
Worldly Consumers

Genevieve Carlton

University of Chicago Press

The conclusion argues that in sixteenth-century cartography, context was everything: the same map could transmit a variety of messages depending on who owned it and how the image was arranged. Map owners thus selected and displayed specific maps in order to reinforce desirable aspects of their identity and history. The Renaissance revolution in cartography changed the look of maps and brought them into the hands of new consumers; these consumers, through the practices of buying and displaying maps, created new uses for cartographic prints and shaped the meaning attached to these maps. It also argues that the increasing stress on likeness in sixteenth-century maps made these works more ambiguous and flexible, thus allowing consumers to direct the use of their maps.

Keywords:   cartography, context, display, identity, Renaissance, consumers

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