[W]e may now be on the threshold of a new kind of genetic takeover. DNA replicators built 'survival machines' for themselves — the bodies of living organisms including ourselves. As part of their equipment, bodies evolved onboard computers — brains. Brains evolved the capacity to communicate with other brains by means of language and cultural traditions. But the new milieu of cultural tradition opens up new possibilities for self-replicating entities. The new replicators are not DNA and they are not clay crystals. They are patterns of information that can thrive only in brains or the artificially manufactured products of brains — books, computers, and so on. But, given that brains, books and computers exist, these new replicators, which I called memes to distinguish them from genes, can propagate themselves from brain to brain, from brain to book, from book to brain, from brain to computer, from computer to computer.