Memetics? What's that all about?
Memetics is a term coined by biologist Richard Dawkins in his 1976 book "The Selfish Gene". The idea behind this book is that genes are Replicators, entities that reproduce themselves. The ones that are best at reproducing themselves will prevail by outbreeding the opposition. Although many genes work together in all the life forms we know, this cooperation is fragile and if genes can replicate themselves better by working against the good of the organism they are a part of (as in, for example, genes that produce peacock tails - good for reproduction and gene replication, but bad for individual peacocks as it makes them conspicuous to predators) then they will do so. Some may even set up shop on their own (which may be the origin of viruses).
Dawkins then considered what other replicators may exist, and came up with the notion that ideas replicate themselves as well. A catchy tune may compel its host to whistle it, thus being passed on. At the other end of the scale, an entire religion may contain instructions for its own replication (an example might be the Christian tradition of converting infidels by superior firepower if necessary, or more peacefully by the Catholic injunction to have lots of kids and bring them up Catholic). Memes are versatile in that they can be recorded (on paper or in modern times as sound recordings or computer code) and lie dormant for years, then spring back to life when someone reads a neglected text. The psychologist Dr Susan Blackmore has argued that our entire personalities are made up of interacting groups of memes, which she calls "memeplexes".
Notice that the power of a meme stems entirely from how well it replicates, not from whether it is true or good for the host organism. Converting-the-infidel memes require you to go out and meet some infidels, who may react unfavourably and forcefully to being converted. Your behaviour may be good for your memes in the long run but bad for you...
Examples of memetic engineering would be: Writing tunes, web design, political speeches, fiction, religious sermons....until someone comes up with a proper theory of memetic analysis then basically we can call ourselves memetic engineers if we want to. It sounds cool and scientific. The idea of memes is, of course, itself a meme and replicates by appealing to people like me...
Further reading: The Selfish Gene (Richard Dawkins), The Meme Machine (Susan Blackmore), Thought Contagion (Aaron Lynch).
Links: Memepool Memetics Index, Journal of Memetics, Viral Marketing.
Background Image: Biomorphs are the result of a programme written by Richard Dawkins to demonstrate natural selection.
Tim Day