1. For ordinary people- Brian Scalabrine

Limor Shifman describes memes as "conceptual troublemakers". She alludes to the notion regarding the wide academic debate over the theoretical usefulness of memes ever since Dawkins coined the term in 1976. Memes have evolved into a prominent mode of communication for net users, as uncontested normalities within daily routines. Shifman suggests that memes can be a powerful concept in revealing different aspects of digital culture, such as the influences of "viral" and "memetic" works.

Shifman argues that while the terms "viral" and "memetic" are often used interchangeably- distinguishing them may lead to more enhanced understanding of networked digital culture. That is not to say they are different but rather, instead Shifman suggests treating them as "interconnected video-types". A viral video is a clip that spreads to the masses through digital networks via "word-of-mouth" mechanisms such as sharing and reposting on social media, with the core video remaining without significant changes. In contrast, memetic videos involve a different kind of participation. Memetic videos are inspired by popular clips or clips that garner attention which invokes creative user engagement in the form of parody, remixing or mash-ups. The Hitler downfall parodies, or more recently, Justin Bieber's "boyfriend" music video are particularly well known memetic videos. Off course, many memetic videos begun as viral videos, and many become viral as a result of wide spread reproducing. 

According to Shifman, both viral and memetic videos seem to coincide with what Henry Jenkins refers to as "spreadable media", yet the distinction between them illuminates the two different elements of participatory culture. Viral relates to the diffusion and spread of media, while memetic relates to the prevalent mode of meme-based communication. Academic insight thus far has predominately focused on "viral" videos, while studies into memes have been less prevalent. Studies into meme culture may benefit our understanding of contemporary digital culture. 

Shifman's analysis of memetic videos contextualised six common features:

1. focus on ordinary people
2. flawed masculinity
3. humour
4. simplicity 
5. repetitiveness
6. whimsical content. 

Furthermore Shifman suggests that these attributes make the video as "incomplete or flawed", therefore invoking further creative dialogue. That is, "bad" amateur created content in fact make "good" memes in contemporary participatory culture. Using Shifman's typology, basketball memes of the graphical kind also exhibit similar features. 

1. Focus on ordinary people.

The Brian Scalabrine memes focuses on NBA veteran Brian Scalabrine's basketball achievements and talents (or lack thereof). Scalabrine, a career bench player is ordinary compared to the superstars of the game such as Lebron James, who has won numerous accolades and has been in the pinnacle of the sport throughout his career.  Basketball memes focuses on Scalabrine's ordinary attributes and convey them in a manner that mockingly perceives him to be one of the sport's legends. The theme structure of these memes all interchangeably refer to his lack of playing time and the apparent "shock" when he scores or makes an impressive play. Scalabrine's ordinariness essentially invokes creativity among basketball fans.