Reading on social media recently, I am struck by the amount of praise given to Sweden’s Home Secretary, Anders Ygeman. The minister is appearing a lot in newspapers and on the TV at the moment commenting on the tragic events of Paris and the impact terrorism has on the increasing security levels on Swedish soil. He also regularly informs the public on the refugee situation and the political reasons behind the government’s actions to reintroduce border controls.
On the face of it, Anders Ygeman should not be considered a good communicator. He has a very gentle, apologetic manner. He avoids eye contact at times. He speaks with a very quiet voice and a very flat tone. He is, in fact, the opposite of everything that a leader is said to be – inspiring, charismatic and energetic. In the USA, or the UK, he would probably be ridiculed. But in Sweden, it seems to work.
From a cultural perspective, this is really interesting. What is it about Anders Ygeman that works so well in Sweden? Maybe it is a case of content over packaging. Often how we say something has more impact than what we say, but in Anders Ygeman’s case, it’s the opposite. He might not be charismatic, but he is clear and very direct. And is this an approach that Swede’s prefer in times of crisis – a no frills, humble and direct communication?