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THE SWEDISH MODEL BECOMES LESS SWEDISH | 85

Table 2.Personal resources in political parties 1993 and 2003

1993 2003 1993–2003

Total Media & Opinion Total Media & Opinion Total Media & Opinion

Social Democrats 602 2 429 7 – 173 + 5
Conservative 155 5 113 9 – 42 + 4
Centre Party 145 7 97 12 – 48 + 5
Liberals 40 8 45 7 + 5 – 1
Christ Democrats 1 1 30 6 + 29 + 5

Leftist Party 24 0 35 4 + 11 + 4

The Greens 10 0 60 5 + 50 + 5

Total 977 23 809 50 – 168 + 27

Source: Personal interviews 2003/2003 (Nord 2004).The table shows the total number of people
employed by the party and the number of people mainly occupied with media, PR and political
marketing activities.

have disappeared were at regional and local levels, and within the three parties with
the biggest organisation (the Social Democrats, the Conservatives and the Centre
party). In the other four parties there has been a significant increase in party officials.
Overall, differences between parties have diminished and central administration has
been consolidated, while the party organisation at regional and local levels has been
dismantled. This indicates an increased emphasis on professional and skilled party
officials.

As Sweden is one of the few countries in Europe which holds national and local
elections on the same day, the centralisation process affects campaign activities at the
local level. There is less money spent on local campaigns and the process is less
personal as the majority of political posters are centrally produced.The highlight of the
local campaign is often a visit by a Party Leader or a Cabinet Member.Central campaign
practices assume even greater importance as local voting is also, to some extent,
influenced by national voting. The Swedish Model Becomes Less Swedish

The development is further illustrated by the number of people employed with
responsibility for opinion and media activities.During the period from 1993 to 2003 the
numbers have more than tripled in most parties.The exceptions to this are the Liberals
and the Greens where the changes have been more modest. The general rule is now,
however, to employ people in (and also between) election campaigns to conduct party
opinions polls, handle media relations, work with the party website and, in some cases, 87