This article conceptualizes media provocation, a common but understudied practice of mediatized protest and resistance, marketing or (self-)promotion and awareness raising. It is defined as a mediated act that questions or contravenes norms, values, laws, rules and symbolic power, thereby intentionally running counter to the normal horizon of expectations in a certain situation or context. As such, media provocation can have a major impact on public debate, politics and the course of events. In this article, the key elements of media provocation are initially examined and subsequently illustrated by drawing on a case study on Stijn Meuris, a Belgian rock artist and television personality. In 2010, he announced his refusal to vote in the next elections, although it is mandatory in Belgium for all adults to vote. The findings of this case study demonstrate the contingency of the component ‘intentionality’ in the definition of media provocation.