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As many social movements demonstrate, humor can serve as an important resource to resist oppression, fight social injustice and bring social change. Existing research has focused on humor's role within social movements and its positive effects on the free expression of criticism, reduction of fear, communication, mobilization of participants and so on. However, the current literature on the activist use of humor also expresses some reservations about its political efficacy. While humor may steam off the energy necessary to counteract oppression and injustice, other tools of achieving the same political ends have been successfully deployed, primarily social media. Building upon this research, the present case study explores the 2016 Macedonian social movement called the Colorful Revolution. In particular, through the analysis of social media and activists' reflection on the political use of humor, this case study examines how on-line humor contributed to the emergence and development of the movement. Factoring in activists' opinions on the role of humor in society and especially in movements, while also paying attention to the role of social media, this case study tends to re-interpret the role of humor in the totality of the actions and circumstances underpinning the development of a social movement. [ABSTRACT FROM AUTHOR]

In 2010, the Macedonian government commissioned a controversial urban project titled Skopje 2014, designed to aesthetically revamp the look of the capital's center. The announcement gave rise to conflicting views, both supportive and critical of the idea. Part of the criticism leveled at the project was expressed through on-line humor which produced no major sociopolitical effect, public debate or counter-humor production. Yet its production and reception may be taken as emblematic of the societal tensions underlying the contradiction between its effects and its evaluations. By outlining the political context of the humor's emergence, analyzing the examples produced, and voicing humor creators' and citizens' understanding of its political role, the study reflects upon humor's specifics and limitations in order to argue that the humor produced and its understanding reflect the political impulses, tensions, and ambiguities of a hybrid society such as Macedonia. Using input from the discussions on the role of humor across political systems, and especially relying on studies of political on-line humor in democracies and audience research, the study intends to determine the political effect of the humor produced so as to argue that faced with many challenges, the humor failed to become a democratic means of political engagement, remaining largely a tool for the expression of personal dissatisfaction. Nonetheless, there is an existing paradox in the face of citizens' beliefs in the potential of this humor. This study tries to explain this paradox. [ABSTRACT FROM AUTHOR]