Cross-national conflict shifting: Expanding a theory of global public relations management through quantitative content analysis

Cross-national conflict shifting was introduced to the public relations academic community by Molleda and Connolly-Ahern (2002). They derived this concept from German scholars of international management. Molleda and Quinn (2003, 2004) expanded the theory with a series of presuppositions, some of which this study tests through a content analysis of news coverage of a bribery scandal that occurred in the southern African nation of Lesotho, which diffused worldwide because of the transnational nature of the parties involved.