Serbia in the Mirror: Parodying Political and Media Discourses

Abstract

This article analyzes the Serbian fake news site Njuz.net, exploring the dynamics of its production, consumption, and appropriation in Serbian postsocialist, pre-EU-accession society. The increasing presence and importance of parodic media genres and the embrace of satire as a viable way to interpret and deal with social and political reality are explained in terms of both Serbia's historical trajectory and its media landscape as well as the global neo-liberal condition. Njuz.net's parody sheds critical light on various political, public, and social subjects simultaneously. Its satire communicates with multiple audiences and enables identification and detachment on several levels, a fact that makes the effects of this parody difficult to judge. The dilemmas that its writers face regarding their social activism are, I argue, a symptom of wider social anxieties and structural adversities caused by the difficulty of clearly identifying and detaching from “the enemy.” Because of how labor, consumption, and everyday practices are organized, we all inevitably contribute to the maintenance of that enemy's well-being. Seen in this light, parody is not only a form of social criticism but also a self-reflective practice.