Psychology 307: Cultural Psychology Lecture 7

1. Psychology 307: Cultural PsychologyLecture 7

2. Midterm Exam: February 1, 2011 • For those students who do not write a paper, the exam is worth one-third of your final grade; for those students who do write a paper, the exam is worth one-quarter of your final grade. • The exam will be scored out of 50 points: 24 multiple choice questions (1 point each) • 5 short answer questions (ranging in value from 4 to 8 points, totaling 26 points)

3. Please arrive on time to facilitate rapid distribution of the exams. • Bring a pencil, eraser, pen, and your student ID to the exam. • All electronic devices must be put away before the start of the exam. • Bags and backpacks should be left at the front of the room. Please do not bring valuables to the exam. • Hats (e.g., baseball caps) should not be worn during the exam.

4. Cultural Evolution • What is cultural evolution? (continued)

5. By the end of today’s class, you should be able to: 1. describe the memetic view of cultural evolution. 2. compare and contrast genetic and memetic evolution. 3. discuss Jared Diamond’s thesis regarding the factors that enabled cultural evolution within the “Fertile Crescent.”

6. What is cultural evolution? 3. The Memetic View • Based on Dawkins’ (1976) notion of the meme. • Dawkins defines a meme as “a unit of cultural transmission” which propagates itself “by … a process which, in the broad sense, can be called imitation.”

7. A meme may be of any size, ranging from a single word to a complex behavioural pattern. • Examples of memes: • Advertising slogans and jingles • Songs (e.g., “Give Peace a Chance,” John Lennon). • Taekwondo. • Shaking hands or bowing to greet an individual. • Fashion trends (e.g., “skinny” jeans).

8. Dawkins argues that the processes involved in cultural evolution parallel those involved in genetic evolution. Dawkins believes that, like genetic evolution, cultural evolution requires replication, variation, and selection:

9. (a) Replication occurs when a meme is copied through imitation. Because imitation allows for vertical, horizontal, and oblique transmission, meme replication is rapid. For this reason, memes are relatively high in “fecundity.”

10. (b) Variation occurs through “mutation” and “recombination.” Mutation occurs when memes are modified (e.g., through misinterpretation). Recombination occurs when two or more memes are combined. Mutation and recombination are thought to produce new memes or “innovations.” Mutation and recombination are common in the transmission of memes. For this reason, memes are relatively low in “fidelity.”

11. (c) Selection occurs through the differential retention of memes in memory. Memes that are retained in memory are more likely to “spread” through a population. Theorists have found that memes are more likely to be retained if they produce: • a survival advantage. • a reproductive advantage. • an economic advantage. • positive affect. • fear.

12. Genetic Evolution Versus Memetic Evolution Gene Meme Vertical, through sexual reproduction Vertical, horizontal, and oblique, through imitation Low High Low High High Low Varied (e.g., survival, reproductive, economical, emotional) Limited (survival, reproductive)

13. Cultural Evolution • What is cultural evolution? (continued)