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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 21 news agencies; international news agencies first report the conflict; demonstration of protests in front of the headquarters in the home country or during world economic, trade or social forums; special investigative reporting of a major print or broadcast media of a developed nation, such as The New York Times, The Times of London, and CBS 60 Minutes; global media coverage, such as CNN, BBC or Independent Television News. Proposition 9: National conflicts shift to the international arena when primarily global NGOs or media report on the situation to audiences or publics in different parts of the world. What are the news values that play a major role in including national conflicts in the international media agenda? The level or degree of human interest will also capture the attention of international audiences and NGOs, making a cross-national conflict more salient. The case of ChevronTexaco in Nigeria is a good example. Women entered the transnational oil corporation’s facilities and remained there until an acceptable solution was presented by the corporation. They chanted and danced as a main protest tactic for the insufficient employment opportunities their men had with the corporation. Human interest and impact characterized Bayer in Peru and Nalli in India. Starbucks and Procter & Gamble’s Fair Trade Coffee stated that “on Dec. 15, the human-rights organization Global Exchange is planning a Nationwide Day of Action against Folgers because the leading roaster has so far decided against joining the program to sell ‘Fair Trade’ certified coffee” (Lemos, 2001, p. FP8). The main focus of the conflict is the small impoverished farmers in Latin American who are facing tough times for the drop of coffee price in the international market. Proposition 10: National conflicts with a great human interest focus are likely to be shifted to the international arena.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
21
news agencies; international news agencies first report the conflict; demonstration of protests in
front of the headquarters in the home country or during world economic, trade or social forums;
special investigative reporting of a major print or broadcast media of a developed nation, such as
The New York Times, The Times of London, and CBS 60 Minutes; global media coverage, such
as CNN, BBC or Independent Television News.
Proposition 9: National conflicts shift to the international arena when primarily global
NGOs or media report on the situation to audiences or publics in different parts of the world.
What are the news values that play a major role in including national conflicts in the
international media agenda?
The level or degree of human interest will also capture the attention of international
audiences and NGOs, making a cross-national conflict more salient. The case of ChevronTexaco
in Nigeria is a good example. Women entered the transnational oil corporation’s facilities and
remained there until an acceptable solution was presented by the corporation. They chanted and
danced as a main protest tactic for the insufficient employment opportunities their men had with
the corporation. Human interest and impact characterized Bayer in Peru and Nalli in India.
Starbucks and Procter & Gamble’s Fair Trade Coffee stated that “on Dec. 15, the human-rights
organization Global Exchange is planning a Nationwide Day of Action against Folgers because
the leading roaster has so far decided against joining the program to sell ‘Fair Trade’ certified
coffee” (Lemos, 2001, p. FP8). The main focus of the conflict is the small impoverished farmers
in Latin American who are facing tough times for the drop of coffee price in the international
market.
Proposition 10: National conflicts with a great human interest focus are likely to be
shifted to the international arena.


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