This paper provides an analysis of how the Čik magazine, an entertainment magazine with crosswords, puzzles and games, became a kind of an informal youth magazine in interaction with its readers, and how it began to publish articles about social issues and sociopolitical problems, especially in 1967 and 1968, when it became the most popular magazine in the socialist Yugoslavia. On the basis of this example, it is concluded that the “mass” or “popular” culture in the socialist Yugoslavia could have been, and in certain circumstances was, a dynamic field for avoidance of domination and control, the field for negotiation, resistance and (sometimes) conflict, too. Finally, it is suggested that further research should be focused much more on the social dynamics of everyday life in socialism.