The Labour Party have decided to outflank the Tory party in the “masochist” strategy. Liam Byrne, Chief Secretary to the Treasury, has conducted a spending round that includes cuts to frontline services.
We know what their approach will be in terms of the media message: Yes, we have to make cuts which include frontline services, but this is necessary to defend frontline services. A complex and paradoxical message that could not resonate without difficulty. For unknown reasons, the electorate seem to view spending cuts as unpopular measures. Will this eat into Labour's poll ratings?
Both parties will be catching up with the market demands and an angry electorate. The Tories could do worse than examine the psychological reactions to change.