Fitness is a central concept in evolutionary theory. Just as it is central to biological evolution, so, it seems, it should be central to cultural evolutionary theory. But importing the biological fitness concept to CET is no straightforward task—there are many features unique to cultural evolution that make this difficult. This has led some theorists to argue that there are fundamental problems with cultural fitness that render it hopelessly confused. In this essay, we defend the coherency of cultural fitness against (...) those who call it into doubt. (shrink)

In this paper, we distinguish two different approaches to cultural evolution. One approach is meme-centered, the other organism-centered. We argue that in situations in which the meme- and organism-centered approaches are competing alternatives, the organism-centered approach is in many ways superior. Furthermore, the organism-centered approach can go a long way toward understanding the evolution of institutions. Although the organism-centered approach is preferable for a broad class of situations, we do leave room for super-organismic or sub-organismic explanations of some cultural phenomena.