the memetic approach
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Edmonds, B. (2002).
Laurent, J. (1999). A Note on the Origin of Memes/Mnemes . Journal of Memetics - Evolutionary Models of Information Transmission, 3 . http://cfpm.org/jom-emit/1999/vol3/laurent_j.html
A meme ( pron.: / ˈ m iː m / ; meem ) [ 1 ] is a term employed in certain theories of culture to refer to "an idea, behavior or style that spreads from person to person within a culture." [ 2 ] A meme acts as a unit for carrying cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena. Supporters of the concept regard memes as cultural analogues to genes in that they self-replicate, mutate and respond to selective pressures . [ 3 ] The word meme is a shortening (modeled on gene ) of mimeme (from Ancient Greek μίμημα Greek pronunciation: [míːmɛːma] mīmēma , "imitated thing", from μιμεῖσθαι mimeisthai , "to imitate", from μῖμος mimos "mime") [ 4 ] and it was coined by the British evolutionary biologist Richard Dawkins in The Selfish Gene (1976) [ 1 ] [ 5 ] as a concept for discussion of evolutionary principles in explaining the spread of ideas and cultural phenomena.
Culture & Meme
Evolution and Memes: The human brain as a selective imitation device