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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  Cross-National Conflict Shifting 1 A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic Nowadays, there are more activist voices heard in the international community. A maturation process of globalization is occurring, which is providing multiple-issue groups with legitimacy and sophisticated coordination networks. Molleda and Connolly-Ahern (2002) explain: Corporate Watch and Global Exchange are just two transnational 1 activist organizations that are overseeing the actions of for-profit corporations crossing borders expanding markets, diversifying their businesses, or seeking optimum legal, political, labor and economic conditions. (pp. 1-2) International news agencies (e.g., Associated Press, United Press International, Reuters, France Presse, Xinhua) and global media (e.g. CNN, BBC, Independent Television News) are providing the stage for activist groups to raise public consciousness with reports of incidents in which transnational businesses are involved directly or indirectly. Since the international press corps has shrunk, NGOs 2 appear to be filling the void by taking the role simultaneously of activists and international investigative reporters. They use information technology to diffuse their findings to involved publics around the world. Moreover, both NGOs and the global media have successfully utilized the Internet medium to gain immediate and far-reaching attention for 1 The term “transnational” is used in this paper as “a new management mentality” (Bartlett & Ghoshal, 1989, p. 17). This mentality entails “[d]ifferentiated contributions by national units to integrated worldwide operations” (p. 65). Organizations following this model develop knowledge in specific national units and shared it worldwide. Three procedures are key: Worldwide learning, multinational flexibility and national responsiveness. This structural model can be observed in profit, nonprofit, governmental, non-governmental organizations and activist groups. 2 Non-governmental organizations are non-profit institutions and among their functions are to offer assistance to unprivileged populations and to be activists of various causes, such as environmental issues, human rights violations, and workers’ rights. Thus, the term NGOs is used in this paper as both welfare agencies and activist groups operating in various countries with a common agenda of issues to advocate for.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
1
A Working Theory of Cross-National Conflict Shifting
as an International Public Relations Dynamic
Nowadays, there are more activist voices heard in the international community. A
maturation process of globalization is occurring, which is providing multiple-issue groups with
legitimacy and sophisticated coordination networks. Molleda and Connolly-Ahern (2002)
explain:
Corporate Watch and Global Exchange are just two transnational
1
activist organizations
that are overseeing the actions of for-profit corporations crossing borders expanding
markets, diversifying their businesses, or seeking optimum legal, political, labor and
economic conditions. (pp. 1-2)
International news agencies (e.g., Associated Press, United Press International, Reuters,
France Presse, Xinhua) and global media (e.g. CNN, BBC, Independent Television News) are
providing the stage for activist groups to raise public consciousness with reports of incidents in
which transnational businesses are involved directly or indirectly. Since the international press
corps has shrunk, NGOs
2
appear to be filling the void by taking the role simultaneously of
activists and international investigative reporters. They use information technology to diffuse
their findings to involved publics around the world. Moreover, both NGOs and the global media
have successfully utilized the Internet medium to gain immediate and far-reaching attention for
1
The term “transnational” is used in this paper as “a new management mentality” (Bartlett & Ghoshal, 1989, p. 17).
This mentality entails “[d]ifferentiated contributions by national units to integrated worldwide operations” (p. 65).
Organizations following this model develop knowledge in specific national units and shared it worldwide. Three
procedures are key: Worldwide learning, multinational flexibility and national responsiveness. This structural model
can be observed in profit, nonprofit, governmental, non-governmental organizations and activist groups.
2
Non-governmental organizations are non-profit institutions and among their functions are to offer assistance to
unprivileged populations and to be activists of various causes, such as environmental issues, human rights
violations, and workers’ rights. Thus, the term NGOs is used in this paper as both welfare agencies and activist
groups operating in various countries with a common agenda of issues to advocate for.


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