Under Augustus, the conquests of Julius Caesar were integrated into the empire through a program of cultural assimilation we call "Romanization." Typical of Roman imperialism (vs. earlier forms); in the West, it involves imposing the Latin language and Roman way of life onto the natives; in the East, the Greeks and other conquered peoples (felt by the Romans to be part of civilizations superior to their own) were permitted to keep their language and culture (which, indeed, the Romans studied and admired). Hundreds of new cities were founded; peoples formerly living in Iron Age undergo "future shock" as they move into highly urbanized culture Romans understood that urbanization was intended to "tame" the conquered peoples and to "win their hearts and minds;" quotation from Tacitus' life of his father-in-law, Agricola (AD 40 ~ 93).