. Do not quote or cite without the authors' permission.Recent debates about the utility of "memes" have revealed some fundamental misunderstandings about the nature of cultural evolution. Memeticists and their many critics seem to share the view that evolutionary principles can only be applied to cultural evolution if culture can be thought of as arising from the transmission of gene-like replicators. The memeticists believe that such particles (or at least close approximations) exist, and thus Darwinian reasoning-which has proven so useful in biology-can be applied to culture. Their critics argue that replicating particles do not exist, and therefore, that it is inappropriate to apply Darwinian ideas to culture. We think both camps have been misguided by an overly enthusiastic analogy between genes and culture.Because much of culture can be understood in the most general sense as information stored in human brains-information that got into those brains by various mechanisms of social learning-we think that population-dynamic concepts and evolutionary models are extremely useful for understanding how such processes work. BUT, and this is a big but, we maintain that constructing appropriate models of cultural evolution demands that close attention be paid to the psychological and social processes involved. From this broader approach, both the memeticists and their critics labor under a number of recurrent misunderstandings about cultural evolution. Here we focus on these five:1. Mental representations are rarely discrete, and therefore models that assume discrete, gene-like particles (i.e., replicators) are useless.2. Replicators are necessary for cumulative, adaptive evolution.3. Content dependent psychological biases are the only important processes that affect the spread of cultural representations.4. The "cultural fitness" of a mental representation can be inferred from its success transmission through the population.5. Selection can only occur if the sources of variation are random.These assertions are often used to dismiss whole categories of thinking about cultural evolution. For example, some anti-memeticists have suggested that if there are no cultural replicators, or if selection requires random variation, researchers interested in the distribution of representations can ignore cultural evolutionary models that assume discrete traits. Or, as some memeticists have suggested, if cultural replicators exist and are operating in cumulative evolution, one can ignore a lot of complicated mathematical theorizing-it's just natural selection after all. However, none of these claims are correct. In the rest of this paper, we will try to convince you of this fact.Discrete, replicator models of cultural inheritance can be useful even if mental representations are never discrete A great deal of work on cultural evolution assumes that cultural traits can be modeled as discrete, gene-like entities that are faithfully transmitted from one individual to another. Memeticists like Blackmore (1999) and Aunger (2002) believe...