"Not just a party of angry young men"
The anti-immigration Sweden Democrat Party says it does not want to be seen as just a party of "angry young men".
In a newly published handbook, the party leadership is advising its members to think about how they dress, to look happy and express themselves "carefully" in social media.
The party, which is riding high in the opinion polls, is undergoing a makeover in the run-up to the 2014 election.
Party leader Jimmie Åkesson recently laid down a "zero tolerance" approach to members who step out of line after a number of his politicians were caught making racist or criminal statements.
The plan to get party members to speak with the same language and policy, is to be presented at the Sweden Democrat's municipal conference in Västerås this week.
The plan, reported in Dagens Nyheter and several media outlets, states: "There is undoubtedly some justification for the caricature of us Sweden Democrats as angry young men".
The memorandum also notes that the party is no longer a "small marginalized party that may never be heard," and is asking members not to convey signals such as anger and bitterness.
It also lays down strict rules of conduct when dealing with social media.
There was outrage when on Facebook party secretary Björn Söder questioned Loreen's Swedishness after her victory in the Eurovision Song Contest.