模因(meme),这个概念,最早由新达尔文主义倡导者、牛津大学著名动物学家和行为生态学家理查德.道金斯(Richard Dawkins)提出。他在1976年出版的《自私的基因》一书提出了与基因相对应的概念,即模因,同时把模因定义为“文化传播的单位,或模仿的单位”(1)。模因和基因的繁衍有所不同,基因是代与代之间的传播和继承,而模 Meme, the concept first proposed by neo-Darwinist advocates Richard Dawkins, a well-known zoologist and behavioral ecologist at the University of Oxford. His “Selfish Gene” book, published in 1976, proposed the concept corresponding to genes, namely meme, while defining meme as “a unit of cultural transmission or imitation” (1). Memes and genetic multiplication are different, the gene is the spread and inheritance between generation and generation, and the mold