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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 20 Proposition 8: The direct involvement of a transnational corporation in a cross-national conflict shifting will produce greater consequences and demand a more comprehensive set of responses than a transnational corporation that is indirectly related to the issue. How does an issue focalized in one country or region cross national boundaries and become transnational? There are organizational decisions, actions and operations that affect publics in one country and have an impact internationally. This impact seems to be greater in the home country of the organization or organizations involved, which could be explained by the relevance and proximity of organization to more active home publics. Domestic conflicts are increasingly shifting worldwide because of the growth of international transactions, transportation and communication, especially information technology. Literature drawn from the field of anthropology, particularly Development-Induced Displacement and Resettlement’s studies (DIDR), explains the evolution of local conflicts with community involvement that become international battles with transnational activists participation (e.g., Cernea, 1995; Dwivedi, 1999; Muggah, 2000; Oliver-Smith, in press). Research on popular resistance to DIDR has increased due to the activities and support of the Refugee Studies Centre of the University of Oxford. Oliver-Smith (in press) explains the escalation of a conflict is possible through a “cascade effect” mainly motored by new information technology. He argues that transnational computer-driven networks have the capacity to mobilize public opinion. Ways a conflict reaches international audiences: Small and medium size local or national groups can activate issues through demonstrations, boycotts, or new information technology (Internet); local or national media disclosure that is picked up by activist groups or international

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
20
Proposition 8: The direct involvement of a transnational corporation in a cross-national
conflict shifting will produce greater consequences and demand a more comprehensive set of
responses than a transnational corporation that is indirectly related to the issue.
How does an issue focalized in one country or region cross national boundaries and become
transnational?
There are organizational decisions, actions and operations that affect publics in one
country and have an impact internationally. This impact seems to be greater in the home country
of the organization or organizations involved, which could be explained by the relevance and
proximity of organization to more active home publics. Domestic conflicts are increasingly
shifting worldwide because of the growth of international transactions, transportation and
communication, especially information technology.
Literature drawn from the field of anthropology, particularly Development-Induced
Displacement and Resettlement’s studies (DIDR), explains the evolution of local conflicts with
community involvement that become international battles with transnational activists
participation (e.g., Cernea, 1995; Dwivedi, 1999; Muggah, 2000; Oliver-Smith, in press).
Research on popular resistance to DIDR has increased due to the activities and support of the
Refugee Studies Centre of the University of Oxford. Oliver-Smith (in press) explains the
escalation of a conflict is possible through a “cascade effect” mainly motored by new
information technology. He argues that transnational computer-driven networks have the
capacity to mobilize public opinion.
Ways a conflict reaches international audiences: Small and medium size local or national
groups can activate issues through demonstrations, boycotts, or new information technology
(Internet); local or national media disclosure that is picked up by activist groups or international


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