Minister of Finance Magdalena Andersson may soon be Sweden's new Prime Minister.
At the same time, voices are being raised that she is "tough" and that "people are afraid of her".
- She is extremely competent.
The only thing is that she is not so charming.
This is how it sounded from a previously high-ranking S-vote, which was raised in connection with SVT's program Politikbyrån.
If you move from the role of finance minister to that of prime minister, you can with different methods try to become more popular and "motherly" in the eyes of the people.
At the same time, Charlie Stjernberg, crisis management expert at Prime & United Minds, believes that there has been inflation in personal politicians.
From Arvika to the Ministry of Finance
Magdalena poses in front of her Instagram followers with a walking teddy bear, which traveled from the students in Graningegården in Arvika, and the picture is seen together with the Minister of Finance and the budget.
Why?
It was the daughter of an employee at the Government Offices who found the bear and wanted it to come along for something fun,
writes Magdalena Andersson's press secretary to SVT News.
The students who sent out the bear wanted you to email pictures of all the adventures that the teddy bear can experience. Therefore, we took the opportunity to take some extra pictures when the Minister of Finance was to be photographed with the autumn budget. When we would then post a picture of Magdalena Andersson and the budget, we thought the photos with the bear were a little more fun.
But do even this type of method work on voters?
In the video above, Charlie Stjernberg gives three explanations for the teddy bear image.