Artykuł poświęcony jest teoretycznej stronie zagadnienia propagandy w numizmatyce rzymskiej. W pierwszej kolejności pokrótce przedstawione zostały argumenty przeciwników stosowania terminu „propaganda” dla opisu zjawisk antycznych. Następnie wskazano, dlaczego argumenty te wcale nie implikują, jakoby używanie tego terminu w naukach historycznych dla okresów sprzed późnej nowożytności było anachronizmem. Główną część tekstu stanowi przedstawienie szeregu modeli komunikacyjnych (Triada Komunikacyjna Arystotelesa, Model Transmisyjny Shannona-Weavera, Model Aktu Perswazyjnego Lasswella, Kołowy Model Komunikacji Schramma-Osgooda, Model Selekcji Westleya MacLeana oraz Model Semiotyczny Eco) i modelu procesu propagandy Jowetta--O’Donnell oraz krótkie omówienie ich implikacji dla badań propagandy starożytnej, w tym namonetarnej. Artykuł porusza też problem tego, jak powinno się badać propagandę, i prezentuje dziesięciostopniową metodę badawczą zaproponowaną przez Jowetta i O’Donnell. Na koniec omówiono krótko te punkty metody badawczej, które mają największe konsekwencje dla badania propagandy namonetarnej

Propaganda is a popular subject of research in historical studies. In this field numismatists occupy a prominent place among scholars studying past propaganda. Nothing, however, matches the intensity of research on the subject conducted by Roman numismatists.

Despite this popularity the use of the term ‘propaganda’ causes discomfort, even pronounced objection, among a considerable number of researchers. This ‘sceptics’ offer several arguments against using ‘propaganda’ to describe ancient societies. None of them, however, proofs that it is wrong or at least anachronistic. This becomes clear when we clash the views held by ‘the sceptics’ with those presented by modern propaganda theorists. The knowledge of the literature on the theory of propaganda is, therefore, crucial for understanding this complex phenomenon and, therefore, for studying it.

Determining what propaganda stands for is, however, just the first step in its analysis. The next one is to find an answer to the question ‘how to study it?’. Several models of communication may help us to do just that. The first of them was created in antiquity by Aristotle and is known as the Aristotle’s Triad of Communication. It consists of just three elements: a speaker, a subject of speech and an audience. The remaining models are of modern origin. They were created in the 20th century, when scholars — influencedby, among others, the development of mass media — became interested in the subject of communication. At the middle of the century several models were created, among them the most influential being, Shannon-Weaver’s model of communication, Lasswell’scommunication model, Schramm-Osgood’s Circular Model of Communication, Westley- MacLean’s Selection Model and Eco’s Semiotic Model of Communication. All these models can be used to study propaganda, including coin propaganda. They may help not only to better understand the process of communication of individual messages, but also to notice the importance of several key elements of the process, like coding and decoding.

Reconstruction of the whole propaganda campaign is, however, other matter. To do it properly we need to use different models — models of propaganda, e.g. Jowett and O’Donnell’s model of propaganda process. This model can be presented as a ten-step procedure of propaganda analysis that consists of the following questions to answer: • What is the aim of the campaign and the ideology behind it? • What is the context of the campaign? • Who is the propagandist? • What is the structure of the propaganda organization? • What is the target audience? • Which media were used and how? • Which special techniques were use to maximize the effect? • What was the audience reaction? • Were there a counter-propaganda. If yes, what form did it take? • What are the effects of the campaign?

The use of the procedure proposed by Jowett and O'Donnell allows us to note the complexity of the propaganda analysis process and broadens the scope of questions we should ask. In effect it can help us to extend the existing state of research on monetary propaganda.