Electoral Theatre, What remains the same and what is changing in real time in Portugal’s election campaigns

Nº101 SEPTEMBER DE 2026

Over the past 40 years, most election campaigns have followed the traditional model: street rallies at markets and fairs, meetings several times a day, a whole lot of flags and countless miles on the road – all in exchange for a few minutes’ television airtime. However, social media has changed the game, with politicians’ media strategies increasingly informed by the logic of going viral. So where does that leave us?

This book takes a behind-the-scenes look at political campaigns in Portugal, drawing on interviews with politicians, researchers, communication experts and journalists. It examines two successful cases that set the pace for the Socialist Party (PS) and Social Democratic Party (PSD), while also including examples from smaller and newer parties and brief forays into the international arena. It is a portrait of Portuguese-style campaigning – which some call a 'circus', but which others regard as a «noble piece of theatre.»