I’d argue that the concept of a meme dates back even further, although Dawkins gets the credit for the word. Everett Rogers (1962) came up with modern diffusion of innovations theory, which he drew from Ryan and Gross (1948-ish) and Gabriel Tarde (1890). Tarde set out “laws of imitation”. These studies and theories are fairly well known in knowledge management, communication, sociology, anthropology, and cultural studies. However, they’ve never won broad appeal with geeks, who seem to prefer “meme”. Wikipedia is an excellent example, given how much text is devoted to memes vs diffusion. Meme is the perfect meme!