Catchphrases. One text snippet, “What hath God wrought?” appeared early and spread rapidly in more than one medium. Another, “Read my lips,” charted a peculiar path through late 20th-century America. “Survival of the fittest” is a meme that, like other memes, mutates wildly (“survival of the fattest”; “survival of the sickest”; “survival of the fakest”; “survival of the twittest”).
Images. In Isaac Newton’s lifetime, no more than a few thousand people had any idea what he looked like, even though he was one of England’s most famous men. Yet now millions of people have quite a clear idea—based on replicas of copies of rather poorly painted portraits. Even more pervasive and indelible are the smile of Mona Lisa, The Scream of Edvard Munch and the silhouettes of various fictional extraterrestrials. These are memes, living a life of their own, independent of any physical reality. “This may not be what George Washington looked like then,” a tour guide was overheard saying of the Gilbert Stuart portrait at the Metropolitan Museum of Art, “but this is what he looks like now.” Exactly.
Memes emerge in brains and travel outward, establishing beachheads on paper and celluloid and silicon and anywhere else information can go. They are not to be thought of as elementary particles but as organisms. The number three is not a meme; nor is the color blue, nor any simple thought, any more than a single nucleotide can be a gene. Memes are complex units, distinct and memorable—units with staying power.
Also, an object is not a meme. The hula hoop is not a meme; it is made of plastic, not of bits. When this species of toy spread worldwide in a mad epidemic in 1958, it was the product, the physical manifestation, of a meme, or memes: the craving for hula hoops; the swaying, swinging, twirling skill set of hula-hooping. The hula hoop itself is a meme vehicle. So, for that matter, is each human hula hooper—a strikingly effective meme vehicle, in the sense neatly explained by the philosopher Daniel Dennett: “A wagon with spoked wheels carries not only grain or freight from place to place; it carries the brilliant idea of a wagon with spoked wheels from mind to mind.” Hula hoopers did that for the hula hoop’s memes—and in 1958 they found a new transmission vector, broadcast television, sending its messages immeasurably faster and farther than any wagon. The moving image of the hula hooper seduced new minds by hundreds, and then by thousands, and then by millions. The meme is not the dancer but the dance.
For most of our biological history memes existed fleetingly; their main mode of transmission was the one called “word of mouth.” Lately, however, they have managed to adhere in solid substance: clay tablets, cave walls, paper sheets. They achieve longevity through our pens and printing presses, magnetic tapes and optical disks. They spread via broadcast towers and digital networks. Memes may be stories, recipes, skills, legends or fashions. We copy them, one person at a time. Alternatively, in Dawkins’ meme-centered perspective, they copy themselves.
“I believe that, given the right conditions, replicators automatically band together to create systems, or machines, that carry them around and work to favor their continued replication,” he wrote. This was not to suggest that memes are conscious actors; only that they are entities with interests that can be furthered by natural selection. Their interests are not our interests. “A meme,” Dennett says, “is an information-packet with attitude.” When we speak of fighting for a principle or dying for an idea, we may be more literal than we know.
Tinker, tailor, soldier, sailor....Rhyme and rhythm help people remember bits of text. Or: rhyme and rhythm help bits of text get remembered. Rhyme and rhythm are qualities that aid a meme’s survival, just as strength and speed aid an animal’s. Patterned language has an evolutionary advantage. Rhyme, rhythm and reason—for reason, too, is a form of pattern. I was promised on a time to have reason for my rhyme; from that time unto this season, I received nor rhyme nor reason.
Like genes, memes have effects on the wide world beyond themselves. In some cases (the meme for making fire; for wearing clothes; for the resurrection of Jesus) the effects can be powerful indeed. As they broadcast their influence on the world, memes thus influence the conditions affecting their own chances of survival. The meme or memes comprising Morse code had strong positive feedback effects. Some memes have evident benefits for their human hosts (“Look before you leap,” knowledge of CPR, belief in hand washing before cooking), but memetic success and genetic success are not the same. Memes can replicate with impressive virulence while leaving swaths of collateral damage—patent medicines and psychic surgery, astrology and satanism, racist myths, superstitions and (a special case) computer viruses. In a way, these are the most interesting—the memes that thrive to their hosts’ detriment, such as the idea that suicide bombers will find their reward in heaven.
Memes could travel wordlessly even before language was born. Plain mimicry is enough to replicate knowledge—how to chip an arrowhead or start a fire. Among animals, chimpanzees and gorillas are known to acquire behaviors by imitation. Some species of songbirds learn their songs, or at least song variants, after hearing them from neighboring birds (or, more recently, from ornithologists with audio players). Birds develop song repertoires and song dialects—in short, they exhibit a birdsong culture that predates human culture by eons. These special cases notwithstanding, for most of human history memes and language have gone hand in glove. (Clichés are memes.) Language serves as culture’s first catalyst. It supersedes mere imitation, spreading knowledge by abstraction and encoding.
Perhaps the analogy with disease was inevitable. Before anyone understood anything of epidemiology, its language was applied to species of information. An emotion can be infectious, a tune catchy, a habit contagious. “From look to look, contagious through the crowd / The panic runs,” wrote the poet James Thomson in 1730. Lust, likewise, according to Milton: “Eve, whose eye darted contagious fire.” But only in the new millennium, in the time of global electronic transmission, has the identification become second nature. Ours is the age of virality: viral education, viral marketing, viral e-mail and video and networking. Researchers studying the Internet itself as a medium—crowdsourcing, collective attention, social networking and resource allocation—employ not only the language but also the mathematical principles of epidemiology.
One of the first to use the terms “viral text” and “viral sentences” seems to have been a reader of Dawkins named Stephen Walton of New York City, corresponding in 1981 with the cognitive scientist Douglas Hofstadter. Thinking logically—perhaps in the mode of a computer—Walton proposed simple self-replicating sentences along the lines of “Say me!” “Copy me!” and “If you copy me, I’ll grant you three wishes!” Hofstadter, then a columnist for Scientific American, found the term “viral text” itself to be even catchier.
Well, now, Walton’s own viral text, as you can see here before your eyes, has managed to commandeer the facilities of a very powerful host—an entire magazine and printing press and distribution service. It has leapt aboard and is now—even as you read this viral sentence—propagating itself madly throughout the ideosphere!
Hofstadter gaily declared himself infected by the meme meme.