This thesis examines how graphic design can be used as a tool to highlight and challenge the normalization of men’s violent assaults against women. Particular focus is placed on how violence is reproduced through language, culture, and social contexts, as well as how alternative communicative strategies can help break this normalization. The study draws on Social Judgment Theory and shock advertising, which are used to analyze how recipients interpret and react to provocative visual messages.
The work was carried out through an iterative design process consisting of interviews with experts, focus groups with young men, and iterative user testing. In addition, an analysis of existing violence prevention campaigns was conducted. The results show that there is a clear gap in communication regarding violent assaults, particularly those directed at men, and that traditional information campaigns often lack impact and effectiveness.
Through a design project consisting of several artifacts—such as a book, a punching bag, and a mirror—a confrontational and provocative communication strategy is tested. The results indicate that the use of shock and recognition effectively captures attention and elicits emotional reactions that lead to reflection and increased awareness among the target audience.
The study shows that graphic design, through deliberate and norm-challenging expressions, can serve as a powerful tool for initiating conversations and helping to counteract the normalization of violence. At the same time, it highlights the importance of striking a balance between provocation and responsibility, as there is a risk of misinterpreting the message.