The Goddess Fortuna on Augustus Coins: A Semiotic Study of Visual Representation and Cultural Significance

abstract This thesis explores the representation and significance of the goddess Fortuna on Augustus’s coins, using a semiotic method to decode the visual and cultural implications of these ancient artifacts. The study begins with an examination of the cult and iconography of Fortuna and reveals the historical development and religious significance of her worship in Roman society. The study delves into the semiotics of numismatics and shows how coins became a communication and propaganda .The analysis focuses on the reign of Augustus  and explains the role of coinage in political strategy and ideology. An detailed analysis of the representation of Fortuna on Augustan coins is presented, considering factors such as color composition, artistic style and symbolic interaction. The research shows how Fortuna was integrated into Augustus' ideology, enhancing his image and authority through religious and cultural symbols.Additionally, by examining the acquisition and circulation of these coins, the thesis examines how different social classes perceived these coins and interacted with them. The circulation of Fortuna coinage has been discussed in the context of their contribution to Augustus' public image and its wider impact on the society.basically, this work provides a comperhencive appreciation of the semiotic and cultural aspects of Fortuna's visual representation on the Augustus's coinage and contributes to a broader discussion of ancient numismatics and Roman cultural history