Abstract
The science of memetics faces a serious problem. The concept of the meme emerged from evolutionary biology and the theory of replicators, and within this context it is well understood, if highly controversial. But out on the web, and in popular discourse, the word ‘meme’ is horribly abused. It is confused with ‘idea’ or ‘concept’ or treated as something ethereal or non-material floating about quite separate from behaviours and artefacts.
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