Internet memes play a central role in affective practices of public shaming. Focusing on a photoshop meme that emerged in 2010 in response to a public scandal involving former Israeli soldier Eden Abergil, this chapter discusses the question to what extent the participatory character of memes can mobilize affective communities of public shaming that are ignited by and formed through images. Analyzing the contradictory appropriations of this meme, the chapter argues that shaming, in this case, needs to be conceptualized as a contested practice that produces highly disparate and fluid public spheres.