[guerrilla]

I believe that's the point of memetics. Richard Dawkins wroteva book on it.

[CRConrad]

But, as someone told me here not long ago (though I knew it already), the fight for ownership of that term is lost: A "meme" nowadays is a .JPG with some "funny" text in block letters on it.

Edit to add: https://news.ycombinator.com/item?id=29668317