Towards the end of The Selfish Gene by Richard Dawkins, almost as an aside, he suggested the idea of purely algorithmic entities that operated just like genes, but instead of using biological material to replicate their pattern, they used communication. He called these ‘memes’ rather than ‘genes’, from a root indicating memory and mimicry. It is strange that the arch-scrooge of militant atheism and anti-spirituality should have come up with one of the spookiest and most magical ideas of the twentieth century.
This idea was notably developed by Susan Blackmore in The Meme Machine in 1999, where she expanded on the idea that memes are patterns of information that reproduce themselves through human communication and live in our brains as patterns. To replicate themselves, they must have something about them that urges the host to transmit their pattern. They are in competition with each other to colonise the real estate of the human nervous system. These memes, these imitative patterns, might spread because they are conducive to human success as a species, but this is not their imperative. They don’t have to be true or beneficial, but just good at getting copied.
Blackmore went on to argue that memes have shaped the evolution of the human brain, language and society. She even posited that philosophies, religions and ideologies could be understood as collections of mutually reinforcing memes that helped one another survive and spread, rather than possessing any intrinsic truth. In this way, we have been completely colonised by memes. Perhaps the most pervasive and illusory meme of all is the idea of the ‘self’. These memes don’t serve humans – we serve them. At best, there is an uneasy symbiosis.
It’s interesting that Blackmore wrote this at the time when the internet was really starting to take off. Of course, now the word meme has a much more mundane meaning – as in an often inane but strangely compelling clip, gif, tune, video, etc. that somehow becomes suddenly massively popular. Perhaps an inherent sense of the original meaning of memes is that we refer to these as something becoming ‘viral’.
It would seem now that our compulsive urge to constantly communicate with each other as humans, even when we don’t really have anything to say, is the psychic equivalent of coughs and sneezes, which spread diseases. We are addicted to communicating. And so much of our research and development into new technology has been diverted into mass communication systems that are not always for our benefit, which would seem to support the notion that we have been pathologically colonised by memes.
There are antecedents to this idea. In some of the more technical ideas about karma, there is the notion that our mental life creates thought forms. These are essentially non-physical algorithms. In this model, there are also elemental forms of life on subtle planes that occupy these thought forms and give them an extended life, like a hermit crab occupying an old shell. And then these take on a life of their own, living in and around the vicinity of their progenitor and indeed being constantly revivified by the mental and emotional impulses of humans. This is a similar idea – that they exist as patterns that are not just reproduced physically, but that exist essentially in the noosphere. And like an algorithm, a pattern can be made manifest in many ways – for example, a melody could exist as the spikes on a musical box, or as a tune that is whistled, or played on an accordion, or another instrument, or, crucially, just imagined in the head of a human and remembered, then reproduced many years later. The real melody is just a pattern, and it has some kind of independent existence even when it is not being ‘played’.
So where does our urge to communicate come from? General Semantics is the study of how language, symbols and our assumptions shape the way we understand and respond to reality. It was founded by Count Alfred Korzybski in the early 20th Century as a response to the deadly lack of collective human sanity that led to the Great War. Korzybski used the term ‘time binding’ to describe our ability to pass knowledge from one generation to the next using language, allowing each generation to build on what came before. Our radical development is because we can learn and pass that learning on to others, so that collective knowledge and skills accumulate over time. Each generation starts where the last left off rather than having to learn everything from scratch. But this process doesn’t just pass on what is correct and useful. We inherit mistakes and false beliefs too.
Now more than ever, with the proliferation of mass communication, it is vital that we don’t promote falsehoods. Our nervous systems are the real estate, and we are bombarded and colonised by other people’s thoughts. There is a well-funded propaganda engine of deliberate misinformation and disinformation that aims to stoke division and civil unrest. This is very evident in the United Kingdom. It involves both viral video clips of real incidents taken out of context, so the connotation of danger is exaggerated, and also completely fake AI-generated videos. The intention and effect are the same. It is meant to amplify fears of the ‘other’. Currently, this is focused mainly on Muslims and migrants, but it is also focused on Disabled people who claim benefits, and trans people, etc. Such bilge is most evident on X/Twitter but is proliferating on most social media platforms to some degree.
There is strong evidence that hate-fuelled misinformation and disinformation spreads faster online because social media algorithms prioritise engagement over accuracy, so posts that provoke outrage simply get more clicks. In this view, it is just an unfortunate side effect of site optimisation that content which deepens polarisation is prioritised, but not addressing this only exacerbates deliberate campaigns of misinformation and disinformation.
But rather than just wringing our hands about this, or wasting our time arguing with bigots online, is there anything that can actually be done? In the UK, a key question is whether Parliament is developing measures that go beyond the Online Safety Act 2023 to address deliberately fabricated videos that incite hatred, falsely depict people committing hateful acts, or are used to inflame hostility towards a particular group.
A Representation of the People Bill is currently doing the rounds, and proposals have been made to address AI-generated deepfakes featuring election candidates, but these don’t aim at a wider ban on political deepfakes. The Crime and Policing Act 2026 brought in bans on non-consensual intimate images, including fake AI-generated content, but again this is limited in scope. The Government has also been looking at ways to make AI-generated content easier to identify. But none of it really adds up to a proper clampdown on the torrent of deepfake misinformation and disinformation we’re seeing. If there were something more tangible in the pipeline, I’d certainly be wanting to do something to ‘tilt the odds’.
In a recent conversation with a friend who shares a mutual interest in esoteric matters, I wondered whether the best, and possibly only, antidote is for people en masse to get better at recognising and seeing through this kind of propaganda. But they rightly reminded me that people don’t generally change their minds about their convictions; they just welcome evidence that reinforces what they already think.
So, what is the solution? A grand, Battle of Britain-style collective of magicians across the land coming together to do battle on the subtle planes? Secret underground subterfuge? Glamour aside – contact me if you are interested!


















