Abstract
The process by which genes and memes influence behaviour is poorly understood. Genes generally may have a strong influence as predispositions directing individuals towards certain behaviours; whereas memes may have a less direct influence as information inputs to cognitive processes determining behaviour. In certain areas of medical science, knowledge has progressed towards approximate quantification of genetic influences, while social psychology can provide models of mimetic influence as the spread of attitudes. This paper describes a computational model integration of genetic and mimetic influences in a healthcare domain. It models mimetic influences of advertising and health awareness messages in populations with genetic predispositions towards obesity; environmental variables influence both gene expression and mimetic force. Sensitivity analysis using the model with different population network structures is used to investigate the relative force of meme spread and influence.
Highlights
1.1 Since Dawkins (1976) launched memes as a rival but complementary influence to genes, the relative influence exerted by memes and genes has inspired much debate (Tooby & Cosimides 2005; Whiten et al 2011)
As Blackmore (1999) points out, mimetic propagation depends on faithful copying of ideas or mimicry of behaviour, which may be underpinned by a genetic predisposition
3.16 Simulation runs with the random network produced a similar pattern to Figure 5, i.e. both total health advice (HAdv) and Ad peaked within 10 cycles waned to low levels by cycle 20
Summary
1.1 Since Dawkins (1976) launched memes as a rival but complementary influence to genes, the relative influence exerted by memes and genes has inspired much debate (Tooby & Cosimides 2005; Whiten et al 2011). 3.1 The Gene-Meme model was run with an exhaustive combination of input node settings to reflect a range of scenarios, e.g. strong and weak health campaigns (H/M/L HAdv energy) in the presence of stronger or weaker Ad memes, with population variations from rich to poor, Loc (H/M/L) and Obesity (H/M/L). Waning modelled the decreasing effectiveness of the memes as the messages became familiar and the tendency to act upon them was reduced
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