Memes.

"Next question might be, does the information have to be molecular at all? Memes. This is not something that I’ve ever wanted to push as a theory of human culture, but I originally proposed it as a kind of... almost an anti-gene, to make the point that Darwinism requires accurate replicators with phenotypic power, but they don’t necessarily have to be genes. What if they were computer viruses? They hadn’t been invented when I wrote The Selfish Gene so I went straight for memes, units of cultural inheritance." - Richard Dawkins, Atheist Extraodinaire, who popularised the gene-centered view of evolution and introduced the term meme. My kinda hero.