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Abstract
Internet memes are rapidly becoming a prominent discursive tool in online conversations, though previously dismissed as merely humorous or trivial contributions. The ease with which memes can be created and adapted provides unprecedented access to public conversations to an increasing number of voices. Recent meme scholarship has demonstrated that memes are being used to engage in digital public discourse about serious social and political issues. Nike’s advertisement featuring Colin Kaepernick and the phrase, “Believe in something. Even it means sacrificing everything” has become a meme used to participate in public conversations that have little to do with Nike or Kaepernick. This study used critical discourse analysis to examine manifestations of the meme and the discourse facilitated by it. INDEX WORDS: Internet Memes, Digital Public Discourse, Discourse Analysis