Memetic evolution

Evolution requires not only inheritance and natural selection but also
variation, and memes also exhibit this property. Ideas may undergo
changes in transmission which accumulate over time. Generations of
hosts pass on these changes in the “phenotype” (the information in
brains or in retention systems). In other words, unlike genetic
evolution, memetic evolution can show both Darwinian and Lamarckian
traits. For example, folk tales and myths often become embellished in
the retelling to make them more memorable or more appropriate and