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Making Sense of Visual Pollution: the “Clean City” Law in São Paulo, Brazil Marina Da Silva

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Making Sense of Visual Pollution: the “Clean City” Law in São Paulo, Brazil Marina Da Silva 7 Making sense of visual pollution: The “Clean City” law in São Paulo, Brazil Marina Da Silva Introduction The impact of human activity on the Earth has been a central environmental concern throughout contemporary history. One of the main challenges of the Anthropocene (Crutzen and Stoermer 2000) is to reverse the damage we are doing to the planet through climate change and industrial pollution (National Research Council 2012). The focus of this chapter is on a perhaps less known type of harm – visual pollution. Unlike other forms of sensory pollution, such as noise and light pollution, visual pollution has not been extensively studied, nor have its impacts been assessed. Despite this, the term “visual pollution” has been increasingly used in the Americas and it is central to São Paulo’s “Clean City” law (Lei Cidade Limpa). The “Clean City” law was enacted in April 2007. The legislation requires the removal of commercial advertisements in public areas. It also restricts the use of signage on building facades and prohibits graffiti in order to “protect citizens’ rights to clean public spaces” free of visual pollution (law no. 14.223, 2006; Harris 2007). Pollution, as understood within toxicity studies, is a by-product of society’s industrial and economic development and its ensuing impact on nature and society. However, it is important to question the specificity of visual pol- lution as these visualities are often the cultural output of a given society: “Now Marina Da Silva - 9781526137005 Downloaded from manchesterhive.com at 09/25/2021 08:00:37PM via free access DAVIES & MAH 9781526137029 PRINT.indd 158 08/06/2020 15:32 Making sense of visual pollution 159 more than ever, nature cannot be separated from culture; in order to compre- hend the interactions between ecosystems, the mechanosphere and the social and individual Universes of reference, we must learn to think ‘transversally’” (Guattari 2014, 29). Perhaps one of the main challenges of this kind of pollution is to think about the methodologies that can consider the problem “transver- sally,” and therefore analyze the intersection between pollution, culture, and society. In this chapter, I will demonstrate the urgent need for this type of transversal thought, especially since Brazil’s election of Jair Bolsonaro as president in late 2018. Since coming into power, Bolsonaro’s political measures have given rise to national indignation (Phillips 2019). However, it was his Amazon explora- tion proposal at the World Economic Forum meeting in Davos that caused international outrage (Shear and Haberman 2019). Bolsonaro’s discourse on the environment and his ideas on the commercialization of the Amazon show the dangers of post- truth politics, not only by acting as a climate change denier but also by undermining the agencies responsible for environment protection: the president’s response to criticism of the policy was to state that “What is damag- ing Brazil’s image is the permanent and well-orchestrated defamation campaign by NGOs and supposed experts, within and outside of Brazil” (Kaiser 2019). Bolsonaro’s post- truth discourse demonstrates the need for a stronger under- standing of the relationship between pollution, culture, and society; this will be further exemplified as I follow Clean City’s fight against visual pollution and discuss how each political administration in São Paulo has understood the law – and subsequently visual pollution – given the lack of framework around the legislation and the concept itself. This analysis is crucial as these different understandings of visual pollution have an impact on São Paulo’s residents, both as producers of visual pollution and those experiencing it (Figure 7.1). For my conclusion, I will discuss the methodology used during qualitative research done in São Paulo in 2014 and how new and innovative ways of sensing the city, including the use of citizen science as a methodological practice, can help investigate how different structures of experience are perceived within the same urban reality. The multidisciplinary approach to the research presented in this project is a technique critical for assessing the impact of visual pollution, consequently informing frameworks to regulate the use of the public space. Clean City law and São Paulo’s fight against pollution In 2007, São Paulo received media attention around the world as the first global city to ban advertisements (The Economist 2007). The Clean City law, Marina Da Silva - 9781526137005 Downloaded from manchesterhive.com at 09/25/2021 08:00:37PM via free access DAVIES & MAH 9781526137029 PRINT.indd 159 08/06/2020 15:32 160 Sensing and witnessing injustice 7.1 São Paulo’s buildings with covered billboards, graffiti, and pixo, found at Via Elevado Pres. João Goulart where the author conducted some of the interviews. Photo by Marina Da Silva. Marina Da Silva - 9781526137005 Downloaded from manchesterhive.com at 09/25/2021 08:00:37PM via free access DAVIES & MAH 9781526137029 PRINT.indd 160 08/06/2020 15:32 Making sense of visual pollution 161 approved by mayor Gilberto Kassab, was part of a “bigger” fight against the city’s pollution. Arguably, São Paulo is better known for its air and water pollution problems. To contextualize this environmental paradox, air pollution, which is caused by the city’s severe car traffic issues, causes more deaths per year than car accidents (globo.com 2013). Water pollution from São Paulo’s main rivers – Pinheiros and Tietê – not only added to the city’s unpleasant smell but also aggravated the unprecedented drought in São Paulo back in 2015 (Romero 2015). Despite the evident need to address air and water pollution in São Paulo, Mayor Kassab started his “fight” on pollutionby dealing with what he described as “the most conspicuous sector – the visual” (Bevins 2010). The Clean City law was acknowledged and celebrated all over the world, winning awards in China (Expo Shanghai, 2010), the United States (Emotional Branding Visionary Award, 2011), Germany (Werkbund-Label, 2012), and the United Kingdom (Brit Insurance Design of the Year, 2008). São Paulo’s Clean City law seemed to have started an urban design revolution, but how does it relate to the idea of pollution more broadly? In other words, if visual pollution has not been assessed or measured as per other kinds of pollution present in the city, such as air and water, it is safe to assume that neither has its impact, on both the social and natural environment. Therefore it is important to question the criteria used by São Paulo’s government to decide which pollution to deal with first. Clean City was radical and unique in its absolutist stance: the changes required by this law had to be actioned within 60 days (law no. 14.223, 2006). Interestingly, São Paulo was not the first to impose such measures; other places, including Hawaii (the 1920s), Vermont (1968), Maine (early 1980s), and Alaska (1998) have taken similar actions (Mahdawi 2015). However, unlike other leg- islation, Clean City was the first to officially classify these visualities as pollution and such an advertisement ban was unprecedented in a global city. It is important to note that despite classifying advertisements, signage, and graffiti as visual pollution, the term itself is not defined in Clean City, nor has any research been done regarding the possible impact on the environment. Currently, the most extensive analysis on the topic is by Adriana Portella, in Visual Pollution: Advertising, Signage and Environmental Quality (2014). Portella describes visual pollution as “an established expression commonly used to describe the degradation of the visual quality of places by signage” (Portella 2014, 1). However, what Clean City classifies as “visual pollution” seems to sug- gest that the degradation of public space also occurs as a result of advertisements and graffiti, visualities often found in a typical globalized urban space. Marina Da Silva - 9781526137005 Downloaded from manchesterhive.com at 09/25/2021 08:00:37PM via free access DAVIES & MAH 9781526137029 PRINT.indd 161 08/06/2020 15:32 162 Sensing and witnessing injustice How is visual pollution situated within other types of sensory pollution? Visual pollution, as a type of multimodal environmental degradation, should be analyzed in relation to other types of sensory pollution commonly found in the urban environment, such as light (Longcore and Rich 2004) and noise pollution (Fong 2016). Light pollution impacts the behavior of humans and animals by interfering with their circadian rhythms and physiological behavior; noise pol- lution (from transport, industry, and neighbors) disrupts complex task perfor- mance, modifies social behavior, and causes annoyance (Stansfeld and Matheson 2003). Unlike other types of sensory pollution, visual pollution cannot be easily measured since the visual element of this kind of pollution has not been agreed upon and therefore no threshold has been determined. This is now particularly problematic due to the expansion of targeted advertising and the blurred lines created by the commodification of culture (Jameson 2009) between graffiti, street art, and advertisement. Extensive studies have shown the negative impact of air and water pollu- tion on the quality of life in São Paulo, yet we do not see any radical ban on vehicles or tougher regulations on industrial waste disposal. The same can be said for light and noise pollution, so how can legislation be approved on such an unknown type of pollution? The impact of advertising (Baudrillard 1998; Cronin 2010), signage (Sennett 1990; Klein 2009), and graffiti (Cresswell 1992; Ferrell 1995) has been widely discussed, albeit these visualities as a collective – and more importantly, as a sensory pollution – have not been analyzed. Arguably more important and tractable pollution issues have been sidelined or avoided by São Paulo’s government in focusing both their own and the public’s attention on this issue instead. I believe it is important to analyze how visual pollution is being understood by those who enforce Clean City in order to understand how the political agenda is shaping São Paulo’s urban space.
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