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A meme is a cognitive or behavioural pattern that can be transmitted from one individual to another one, because of this they are often called "mind viruses". For example looking both ways before you cross the road is a meme. In general memes do not work on your rational mind but rather they affect your unconscious, emotionally entangled, decision-making processes. Another way of thinking about memes is as ideas or neoligisms that distribute themselves through a population. In a very real sense we are a collection of other peoples' minds. Memes become the entrenched thoughts and behavioural characteristics of our personalities. Since ideas get fixed in our minds they become our reality, often for our entire lives.