Lisbon's Political Messaging: What Do They Really Mean?

Lisbon's Communication Dilemma

There are two main reasons for the city to communicate with its citizens: to ask for something beneficial for all or to provide information for personal gain. The rest is simply political advertising.

Time Out Portugal

While waiting for the bus, I find myself engaged by a digital panel stating, “In 2024 we recycled 17,022 tons of glass.” This is something Lisbon's 547,773 residents should take pride in. Each person can be credited with recycling roughly 56 bottles of wine. However, the key message is to help keep the city clean, which is a classic call to action in marketing, encouraging responsible behavior.

Another poster reads: “Lisbon gives back your IRS”. This straightforward message informs that since 2008 municipalities can offer a discount of up to 5% on IRS to their residents. In 2024, Lisbon will still keep 0.5%, but next year, it will be one of the 43 municipalities that completely waive the tax, akin to a cashback for residents.

However, as I read these messages, I start to feel frustrated. These are mere campaign slogans seven months ahead of elections. They provide no information on how to benefit from rights or fulfill duties, blurring the lines between public communication and political messaging.

Another sign boasts, “+2000 house keys delivered”. This raises questions about whether each tenant receives a single set or multiple sets. Yet again, the message feels more like political advertisement than useful information. Without the municipality's logo, it could easily be mistaken for a commercial for a key service.

The same applies to claims like “Lisbon makes the biggest investment ever in housing, €560 million” or “Lisbon more innovation, better jobs”. These announcements lack useful citizen information but clearly aim to influence public perception.

In Summary

These political messages are crafted to promote image rather than provide substantial information to the citizens of Lisbon, raising questions about the effectiveness of such communications in fostering civic engagement.