... place in the science of life and culture In the new paradigm, we look at cultural evolution from the point of view of the meme, rather than the point of view of an individual or society Why bother ... have their mind taken over It’s the work of tricky and pernicious mind viruses And once the founder of the cult starts the process, the virus of the mind takes on a life of its own Because of mass ... meme, or memetics Memetics is the study of the workings of memes: how they interact, replicate, and evolve The science of memetics is the mind universe’s analogue to genetics, which studies the same...