HATSHEPSUT The King Herself Reputation Management Stephanie Ficca

The History of Hatshepsut Around 1500 B.C. Hatshepsut was born the eldest daughter of King Thutmose I She became Queen of Egypt at the age of 12 when she married her half-brother Thutmose II Thutmose II was the son of King Thutmose I and one of his secondary wives He inherited the throne from his father around 1492 B.C. when he died Thutmose II and Hatshepsut had one daughter, Neferure However, Thutmose II and a secondary wife had a son, Thutmose III Thumose II died very young around 1470 B.C. and the throne was given to his infant son Thumose III

Situation Analysis According to custom, Hatshepsut acted as her step-son’s regent and handled all his affair until he came of age After 7 years, she slowly made the transition to assuming the Pharaoh title and power, becoming a co-ruler of Egypt Hatshepsut’s many achievements as Pharaoh included: Ambiguous building projects such as memorials like Deir el-Bahri Trading expeditions through which she brought back ivory, ebony, gold, leopard skins Hatshepsut was the first female to attain the full power of the position as Pharaoh She wanted to transition from a regent to a true Pharaoh

Objectives Synthesize the people of Egypt's idea of Queens with Kings Bolster the legitimacy of her reign as a King To be remembered as an influential and successful ruler Hold the approval and respect of the common people Reinvent her image

Audience The common people of Egypt Government officials and royalty Numerous hieroglyphics refer to her personal association with the “common people” and what the people “will say” and think Government officials and royalty Surrounded herself with high ranking advisors Future generations and historians She had an obsession with wanting to be remembered She feared not be remembered more than death

Strategy/ Tactics Synthesize Image Lineage Status Image Carry out a media campaign to bolster the legitimacy of reign as king and position her as a equally great ruler Status Lineage Image Synthesize Image Use technology and imagery Depict her as a woman with Pharaoh traits Create statues, paintings, pottery, and pillars with her wearing King’s headdresses, beards, and cobras Keep some female traits but pose with Pharaoh strides Transgression from female imagery to full male depictions Draw attention to her family dynasty by promoting her as the true heir Constantly draw attention to her in as the true King’s first daughter Use story of divine plan of Thutmose I to appoint her as King Surround her with supporter and powerful government people Build memorable obelisks (stone pillars) that will stand forever Symbolize greatness through building monuments and great temples Arrange burial resting place with King Thutmose I Appeal the common people Host events that they can attend Visit neighborhoods Show images with them around her

Messages Hatshepsut is the true heir to Thutmose II due to her lineage Hatshepsut can rule equally as great as the male rulers before her She cares for the common people and their well-being Hatshepsut was a great leader

Results View her as an equal ruler to former and future rulers Acknowledge her as the true King whose linage destined her to become ruler To be remembered as an influential and successful ruler for ages Hold the approval and respect of the common people Holds the status of a King

Sources http://www.history.com/topics/ancient-history/hatshepsut http://ngm.nationalgeographic.com/2009/04/hatshepsut/brown-text/2 http://discoveringegypt.com/ancient-egyptian-kings-queens/