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This article explores the visual responses (with political, spiritual and social connotations) to the visual statements about the role of Rome and the pope in Western Christendom made by Pope Urban V (1362–1370) at the time of his return to the Urbe from Avignon in 1367–9. It investigates the plurality of responses to these papal statements, the chain of further visual communications that these statements set in motion as well as their longue durée by engaging with the reception of the pontiff's powerful messages by different audiences, both secular and ecclesiastic, from Rome to the Italian peninsula more broadly, and southern France, in the following 50 years. [ABSTRACT FROM AUTHOR]