Memetics

Memeticists, students of memetics, a science of memes, aim, in part, to explain the mechanisms of the process of continuous cultural change by viewing the process through an evolutionary lens, seeing patterns of information in minds and other repositories as replicators, analogs of genes, subject to universal evolutionary forces, such as natural selection, the replicators subject to random variation, and to non-random selection for reproductive fitness as manifested by their success in disseminating through the culture and taking root in the medium of the culture, human minds.