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Oxford zoologist Richard Dawkins first published the concept of memes in his 1976 book The Selfish Gene. By analyzing the conceptual building blocks of human thought and culture, memeticists predict the spread of ideas based not only on the content of the idea, but also on the power of primal memes associated with an idea. Memeticists claim the ability to program their own minds and the minds of others by choosing the ideas represented both in the mind and in the environment, described as memes, that affect behavior.[1]

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