Distinguishing the Meme Content from the Meme's Effect on...

[Cloak] defined the i-culture as the instructions in people's heads, and the m-culture as the features of people's behaviour, their technology and social organization. he explicitly likened his i-culture to the genotype and m-culture to the phenotype... in The Extended Phenotype [Dawkins] says 'Unfortunately, unlike Cloak... I was insufficiently clear about the distinction between the meme itself, as replicator, on the one hand, and its "phenotypic effects" or "meme products" on the other' (D...

 Campbell's Rule of Design Through Evolution

We should think of it like this - evolutionary theory describes how design is created by the competition between replicators. Genes are one example of a replicator and memes another. The general theory of evolution must apply to both of them, but the specific details of how each replicator works may be quite different. This relationship was clearly seen by the the American psychologist Donald Campbell (1960, 1965) long before the idea of memes was invented. He argued that organic evolution, ...

 A Succinct Definition of a Meme

For something to count as a replicator it must sustain the evolutionary algorithm based on variation, selection and retention (or heredity). Memes certainly come with variation - stories are rarely told exactly the same way twice, no two buildings are absolutely identical, and every conversation is unique - and when memes are passed on, the copying is not always perfect. As the psychologist, Sir Frederic Bartlett (1932) showed n the 1930s, a story get a bit embellished or the details are forg...