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Evaluating the meme concept : the case for a cultural optimon

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Figure

Figure 1: The Alternative Developments of Meme Theory.
Figure 2: Punnett Square adapted from Guttman et al. (2002) to show the 3:1
Figure 3: A two-step approach to narrative analysis, adapted from Larty and Hamilton
Table 1: The Narrative Functions Identified at CaseCo.
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