The purpose of this study is to highlight the existence ofpersonalization within Swedish political parties along withhow the parties work with this phenomena in order to achievemore voters.

The method used is personal interviews with politiciansfrom four different government parties. As a complement, interviews with a political expert was also made.

 All parties use personalization in different ways as a strategy tocreate dialogues and relationships with both media and voters. We distinguished two sorts of personalization: individualization and privatization, and discovered that not all parties use both.