9.5: Intercultural Conflict Goals

Figure: 9.5.1: A group of people engaging in tug-of-war against silhouetted by the sunset.

Have you ever visited an Escape Room? An escape room is a great metaphor for conflict, as you have a group of interdependent people locked in the same situation, who may interpret clues differently but rely on one another for success. To succeed in an escape room, you must collaborate, but competing goals, frustration, and miscommunication can derail progress. In intercultural communication, conflict can feel like each person is pulling in a different direction based on culturally shaped needs, values, and goals. When we experience intercultural conflict, the tension is often rooted in one of four goals: content, relational, identity, and process. Identifying the underlying source of conflict can help you better understand your own cultural perspective, empathize with others whose values may differ, and help you escape the conflict.

Content Goals

Content or topic goals refer to what we want and need in our day-to-day and long-term lives. These goals often feel tangible and concrete, and they can center on issues such as how we spend money, time, and how we live. In intercultural contexts, content goals may be shaped by differing cultural norms. For example, Fatima, who grew up in a collectivist culture in Jordan, was frustrated when her American roommate, Rachel, insisted on splitting every grocery bill down to the cent. Fatima believed in sharing resources as a gesture of friendship, while Rachel valued financial independence and fairness. What began as a disagreement over money revealed deeper cultural differences in expectations around generosity and autonomy.

Relational Goals

Relational goals refer to our preferences for how relationships should function—who we are to each other, how power is distributed, and what our future looks like. These goals can become a source of conflict when cultural expectations about relationships differ. For example, in some East Asian cultures, hierarchy and respect for elders are central to relational dynamics. When Jun, a Korean intern, hesitated to speak up during team meetings, his American supervisor interpreted it as disengagement. In reality, Jun was showing deference to authority, a relational norm in his culture. Misaligned expectations about participation and respect created tension in their working relationship.

Identity Goals

Identity goals refer to how we want to be seen and valued by others. In intercultural conflict, identity issues often arise when someone’s cultural identity feels threatened or misunderstood. Consider the story of Leila, a second-generation Iranian American student. During a group project, her classmates repeatedly mispronounced her name and dismissed her suggestions. Leila felt invisible and stereotyped, and the conflict escalated when she was labeled “too sensitive.” Her frustration wasn’t just about the project—it was about feeling unseen and disrespected in a space where her cultural identity was already marginalized.

Identity conflicts can occur in families, classrooms, workplaces, and social settings—especially when cultural pride, belonging, or representation are at stake.

Process Goals

Process goals refer to how we believe conflict should be communicated and resolved. These goals are deeply influenced by cultural norms. For example, in German culture, directness and structured debate are often valued in conflict resolution. In contrast, many Japanese professionals prefer indirect communication and consensus-building. When Hiroshi, a Japanese executive, met with his German counterpart to discuss a contract dispute, Hiroshi’s subtle suggestions were interpreted as evasive, while the German executive’s blunt feedback felt aggressive to Hiroshi. Their disagreement wasn’t just about the contract—it was about how conflict should be handled.

Process goals reflect deeper cultural meanings around authority, timing, emotional expression, and decision-making. Some cultures may rely on hierarchical decision-making, while others prioritize equal participation and group harmony (Alvarez, 2011).

If you find yourself repeatedly struggling with conflict over the same topic goals, a deeper relational or identity issue may be at play. Take the example of Fatima and Rachel’s grocery bill dispute. On the surface, it seems like a simple content issue. But the repeated tension may reflect a deeper relational disconnect or a need for cultural validation and respect.

The goals we pursue inevitably shape the outcomes of conflict. Whether conflicts end in resolution, compromise, or escalation depends on how goals are negotiated and balanced. Not only do conflicts originate from misunderstanding, disagreements, and competing needs, but we can also see that conflict is often framed as having different outcomes.