Evaluating the meme concept : the case for a cultural optimon

This article describes an empirically based evaluation of the meme concept. Memes are the potential ‘engines’ of evolutionary processes in organisations. However, a lack of consensus in meme theory frustrates its application and the operationalisation of the concept in empirical memetic studies. This study adopts the first extra-memetic empirical method that has been applied to the discipline.

To orientate the study, the optimon definition of a replicator is highlighted as vital to a critical evaluation of memes. To adopt the optimon concept, a two-step narrative method is applied. First, written accounts of competing cultural strategies are constructed. Second, the strategies are analysed to reveal points of competition which can be defined in relation to each other. One such optimon unit is discussed in light of meme theory. The findings support the possibility of unitary culture but do not support the notion of selfish replication in culture.