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Hariant comments on Memes? - Less Wrong
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There's certainly mathematical models of rumors, which is a similar enough but not quite the same concept.
From memory, they model similar to epidemics, which I'm not sure how that related to genetic drift and selection.
I seem to remember more elaborate techniques that I think were trying to capture genetic drift and selection, but I can't find them at the moment.
A quick google along the lines of "mathematical model meme propagation" does tend to pop up quite a few models. Here are two that seemed interesting: http://cogprints.org/531/1/mav.htm and http://cfpm.org/jom-emit/2000/vol4/kendal_jr&laland_kn.html
So, perhaps start with my references.
Interesting models started in the 1970s, and there were three books on the topic in the early 1980s:
Since then the field has exploded.
The article Mathematical Models for Memetics explains how this material relates to memetics.