The notion of "textual norms" refers to sociocultural conventions that define the "well-formedness" of a text. Because well-formedness in texts is characterized by convention, different conventions may exist in a community and lead to norm conflicts when used in actual text generation. In this article, two types of norm conflict are described. In the first, there is a lack of a conventionalized norm system that leads to change in the norm system by a functionality principle (i.e., the normal system is viewed as a means not an end). In the second conflict, the goal and communicative function can be interpreted in different ways, and the norm system can be changed only according to a regulativity principle (i.e., an act of authority). (JP)