Reputation and public image are the topics of this chapter. Conquests and daring deeds are the first way to enhance one's reputation. King Ferdinand of Spain is Machiavelli's exemplar, but he gets ambiguous treatment. Although Machiavelli calls him the most famous and glorious prince in Christendom, he also has harsh words for Ferdinand's expulsion of the Moors from Spain, calling it a despicable act done under a religious pretext. In Chapter 18, Machiavelli made a not-very-subtle reference to Ferdinand's penchant for trickery and deceit. Clearly he admires Ferdinand's boldness and energy, but deplores his actions. The emphasis on Ferdinand's ability to keep his subjects amazed and preoccupied recalls the description of Cesare Borgia's execution of Remirro de Orco, which left the people stunned and satisfied. Machiavelli specifically mentions public spectacles at the end of this chapter, and there is a suggestion that spectacle, whether in the form of entertaining festivals, dramatic executions, or daring schemes, is one of the prince's most important tools for controlling public opinion. In the same way, rewarding citizens' achievements or punishing their misdeeds should have an element of spectacle. It should make people talk, and when they talk, it should be about how remarkable the prince is.
Machiavelli's other recommendation has to do with decisiveness. Not surprisingly, given his preference for bold action, Machiavelli deplores princes who try to remain neutral in disputes. He presents this as a practical consideration: If a prince fails to take sides, he may find himself without friends when the dust settles. In this discussion, Machiavelli makes one of his few positive statements about human behavior, remarking that men are not so dishonorable nor ungrateful that they will immediately turn on their allies. Given Machiavelli's own advice to the prince in Chapter 18 to break his word when it suits his goals, the reader may have difficulty taking seriously Machiavelli's assurances in this case.
Returning to his theme of maintaining good relationships with one's subjects, Machiavelli says that a prince should reward merit and encourage prosperity, because achievements by the citizens improve the state. Princes should show themselves to be friendly to their subjects but without compromising the dignity of their office. Maintaining a certain distance keeps an air of grandeur intact.
