An example of how a viral transmission is different than normal information transmission can be illustrated thusly: if information were spread in a memetic fashion, it would infect a subject, and, were the information's traits conducive to the information's survival, then the subject would accept the idea. This is strongly contrasted with information theory, in which the information is accepted based on how useful it is to an individual, e.g. the idea is accepted because it helps the subject survive if they accept it. Viruses, being obligate parasites, do not always help their host (in this case, the subject) survive.
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Professor Dawkins himself stated that 'Religion is about turning untested belief, into unshakable truth through the power of institutions, and the passage of time.' This is exactly what is happening with his meme conjecture. He is taking an untestable idea, by scientific standards, and through media and literature and a popular cult following, creating it into a social norm of truth where others believe his idea and propagate it as an unshakeable truth. This also is occurring faster because of computer technology in time. But nonetheless, it is an occurrence within a passage of time.
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Even further, one can use a viral model for many things - it doesn't make those things a virus. For example, say that one day a prominent scientist decided to coin 'moonemes' and started the 'mooneme hypothesis' of cow migration. The hypothesis is all about how cows' migration patterns can be described and modelled as a 'virus of the plains', because cows move from place to place, spread, mutate, and eat all of the grass. No matter how well the model fits to cows, they are not - and will never be - obligate parasites. A view that it's a matter of personal perspective is subjectivism and hardly conducive to scientific inquiry of an objective world. It's simply not in the nature of cows any more than it is in the nature of knowledge.
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