Conflict

=Conflict= In any social organization, there are multiple points of view, personalities, and goals. These factors can contribute to an overall climate of conflict which, in turn, can create a barrier to change. Many television talk shows today demonstrate how conflict can impede progress. On these shows guests argue, yell, and talk over one another as they battle over a particular topic. Although this can create, to some, an entertaining program, it does little to resolve a problem or move forward. Similarly, the change agent who is attempting to introduce an innovation in a conflicted environment can find it extremely difficult to move the masses in one direction.

Zaltman and Duncan suggest the change agent takes a neutral stance in this situation and turns to a role of moderator. Also the authors suggest, during this moderation, to include representatives from all conflicted groups. These participants act as liaisons and help diffuse the conflict.