The merchant's moral eye: money, merchants, and the visualization of morality in Trecento Italy

Abstract

My dissertation is a study of how merchants in Trecento Italy used the imagery they commissioned as a form of moral self-representation and as a practical tool in their pursuit of eternal life in heaven. The study is grounded in the theoretical framework of Michael Baxandall’s concept of the “period eye,” that is, the belief that “social facts lead to the development of distinctive visual skills and habits.” (Baxandall, 1988) A primary social fact affecting medieval merchants was their long association in Christian culture with the individual and societal evils related to the pursuit of money and wealth—the sin of avarice. This linkage was expressed across the entire range of medieval cultural expression, in texts, sermons, and imagery. The challenge for merchants, therefore, was to publicly demonstrate that they earned their money ethically and legally, that they led a morally sound life, and that they used a portion of their money for the common good, especially in caring for the poor. The commissioning and public/semi-public display of imagery thus became a way of portraying a merchant’s moral identity as a worthy civic and Christian citizen, with all of the temporal and spiritual benefits that might produce. In order to better understand how such imagery served these objectives, I have developed an analytical framework I call the Merchant’s Moral Eye. This framework consists of eight primary dimensions that I believe were fundamental to the formation of merchants’ moral beliefs and behaviours during this period. These dimensions are: 1. Purgatory 2. Medieval Spaces 3. Christian Symbolism 4. Obligation & Reciprocity 5. The Virtues & Vices 6. Fama 7. Hospitality 8. Coats of Arms

Collectively, these interlaced, multidisciplinary dimensions provide a systematic approach to produce the robust contextualisation needed to explore why, and how, merchants used imagery to achieve their objectives. However, while this study’s focus is solely on the moral and salvific functions of this imagery, it needs to be remembered that the same imagery also served other more worldly objectives, be they social, economic, or political. As an analytical tool this framework enables three fundamental functions with respect to the underlying motives, meanings, and uses of merchant-commissioned art in Trecento Italy: - an assessment of the feasibility of existing interpretations - the enhancement or nuancing of existing interpretations - the identification and explication of wholly new interpretations To demonstrate the effectiveness of the framework in achieving the above, I have selected, as case studies, three merchants in three different locations, whose artistic commissions spanned the entire Trecento. These individuals and their imaged artifacts are: 1. Enrico Scrovegni of Padua and the Arena Chapel, decorated by Giotto 1303-5. 2. Domenico Lenzi of Florence and his illuminated manuscript, Lo Specchio umano (The Mirror of Humanity), produced c. 1340; 3. Francesco Datini of Prato and the Palazzo Datini, decorated in the 1390s. These individuals represent a cross-section of Trecento Italian merchants in terms of status, wealth, and public profile. These merchants and their commissioned artworks are discussed in detail using the framework dimensions as modes of enquiry to show how this imagery supported their self-representation as honest merchants and dutiful Christians, and generated the prayers and other suffrages they assumed they needed to eventually get to Heaven. In all three case studies there were significant findings that fulfilled each of the analytical functions noted above, thereby confirming the utility of the Merchant’s Moral Eye Analytical Framework as an effective methodological approach.