Memetics is the name commonly given to the study of
memes - a term originally coined by Richard Dawkins to
describe small inherited elements of human culture.
Memes are the cultural equivalent of DNA genes - and
memetics is the cultural equivalent of
genetics. Memes have become ubiquitous in the modern
world - but there has been relatively little proper
scientific study of how they arise, spread and change -
apparently due to turf wars within the social sciences
and misguided resistance to Darwinian explanations being
applied to human behaviour. However, with the modern
explosion of internet memes, I think this is bound to
change. With memes penetrating into every mass media
channel, and with major companies riding on their coat
tails for marketing purposes, social scientists will
surely not be able to keep the subject at arm's length
for much longer. This will be good - because an
understanding of memes is important. Memes are important
for marketing and advertising. They are important for
defending against marketing and advertising. They are
important for understanding and managing your own mind.
They are important for understanding science, politics,
religion, causes, propaganda and popular
culture. Memetics is important for understanding the
origin and evolution of modern humans. It provides
insight into the rise of farming, science, industry,
technology and machines. It is important for
understanding the future of technological change and
human evolution. This book covers the basic concepts
of memetics, giving an overview of its history,
development, applications and the controversy that has
been associated with it.
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