Memetics Pt. 2: The Four Brothers (and Their Business Booths)

In the first of our four-part series on memetics, we talked about how the virulence (“spread-iness”) and resilience (“stickiness”) of ideas determines the flourishing of those ideas, even if those ideas are bad in terms of things we call “goodness,” like truth, justice, and quality of life.

This has the counterintuitive result of labeling really bad things as “fit.”

Today, we’re going to apply this to a thought experiment in which four brothers try to make their businesses successful through four different strategies.

First, we’ll meet Reilly, Murtagh, Shane, and Lochlan.


Later in the video, we’ll also be introduced to a fifth (bonus!) brother, Gerrard, and see what strategy he employs, and how it works out for him.

The illustration of the brethren and their booths will demonstrate how:

… memetic action — resilience and virulence — is what matters [for flourishing]. Truth kinda goes by the wayside. Making sense can kinda go by the wayside. And if you and I care about truth and making sense — which I’m sure we do — then we’ve gotta watch out…




About stanrock

Husband, father. Professional game developer, software engineer, & social product analyst. Armchair theology debugger. Fun theology exercises and games at

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