The British Ethologist Richard Dawkins coined the word meme in his book 'The Selfish Gene' as a concept for discussion of evolutionary principles in explaining the spread of ideas and cultural phenomena. Examples of memes are melodies, catch-phrases, fashion, images, actions, behaviours, perceptions.

Malcolm Gladwell cultural observer and writer "A meme is an idea that behaves like a virus that moves-through a population, taking hold in each person it infects”

Pronounced meem as in gene or cream

Often referred to as the cultural gene, a meme is a single unit of cultural transmission from one mind to another through writing, speech, action, ritual etc. Memes are the raw components of our culture, the atomic particles of our psyche.

Like atoms, a meme has its own basic components, but unlike an atom they are not small tangible particles. They are a string of triggers that make a meme more or less potent, tripping our senses and our interllect.

Like blending colours on a pallet to create subtle shades or bold spectrums, Memes can be created through blending their triggers, creating dynamic,subtle, surprising and infectious responses to the alchemy of experiences a meme offers.

The more potent the experiential nature of a meme the more infectious its response.

A big thank you to Felice Fawn the remarkable image maker who developed and produced the stunning set of sensory images for us.