potential members want. It also depends upon the general market 'image' of the organization. Just as large firms need to produce the right product, they also make great efforts to create a favourable 'image' for themselves (oil companies being a classic example). Party leaders are not stupid. We might expect them to develop organizational responses to market challenge. This might mean a further extension of state funding or even compulsory voting. In the short term it is likely to mean the adoption of new marketing techniques bringing parties, interest groups, and social movements closer together in terms of organizational design. We may conclude by suggesting that the intensity of group activity is such that, in many societies, there is little chance of élites losing touch with their peoples. Modern politics is about organization. Modern citizens have demonstrated that they know how to organize.