Memes, to my apreciation, are short statements of an ideas. We string memes in heirachys to create toutologoies of key messages for PR purposes. Toutologies help our clients keep on message and more strategically focused on theri core business. 

The term "meme" (IPA: [miːm]) labels a theoretical concept introduced in 1976 by Richard Dawkins, and refers to any unit of cultural information, such as a cultural practice, idea or concept, which one mind transmits (verbally or by demonstration) to another mind. Examples might include thoughts, concepts, ideas, theories, opinions, beliefs, practices, habits, songs, dances and moods. Different definitions of meme generally have in common, very roughly, that a meme consists of some sort of a self-propagating unit of cultural evolution having an analogous resemblance to the gene (the unit of genetic information).

As memes include all or most discrete pieces of information about which humans think, incorporating new memes can alter one's perceptions. Memes in themselves appear morally neutral, not necessarily good nor bad. However, the application of memes can have implications, which may result in either positive or negative results.

Memes have, as their fundamental property, evolution via natural selection in a way very similar to Charles Darwin's ideas concerning biological evolution, on the premise that replication, mutation, survival and competition influence them. For example, while one idea may become extinct, others will survive, spread and mutate — for better or for worse — through modification. Note an important fact, however: not only the memes most beneficial to their hosts will necessarily survive; rather, memes that are the most effective replicators spread best, which allows for the possibility that successful memes might prove detrimental to their hosts.

From: http://en.wikipedia.org/wiki/Meme

I going to keep this section of the blog to gather material for several journalistic projects. 

Howard