Tracking the spread and evolution of memes can provide a fast-track way to identify emerging trends and cultural shifts. Memes can also be a gateway to gaining insights into niche communities and subcultures.  

My children have a near-encyclopaedic knowledge of memes, which are often considered the pinnacle of contemporary digital culture. I suspect many of you are similarly knowledgeable. 

However, fewer may be familiar with the theoretical ideas behind them. 

The term “meme” was popularised by evolutionary biologist Richard Dawkins in his 1976 book The Selfish Gene. He used it to describe an idea, habit or style that spreads throughout a culture via imitation. Memes often capture a specific phenomenon or theme with symbolic importance. 

By Simon Carr  

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