Marine Protected Areas (MPAs) are established for various purposes. Some are aimed at protection, some are intended as resource management tools, while others imply both of these objectives, as well as others. Regardless of the stated goals, the same MPA can mean different things to different people, and these meanings may be inconsistent. In practice, MPA goals are not always stated clearly, and even if they are, they do not necessary align well with what the different actors have in mind. Moreover, the stated goals are not always those that govern the actual operation of MPAs. The priorities of goals may also change over time for stakeholders and for MPAs. In this paper we argue that the goals of MPAs should not be assumed a priori but should be researched empirically. Thus, before we can answer why MPAs succeed or fail in reaching their goals, we must ask what these goals are in the first place and how they came into existence. How are they, for instance, established, negotiated and agreed upon among stakeholders? How do they reflect particular interests, perspectives and power differentials of those involved? Here, this paper provides a framework for how to analyze the formation, complexity, and displacement of goals in MPAs, presenting three case studies as illustration.