In A Theory of Architecture, Nikos Salingaros speaks of memes as “freely propagating clusters of information” which can be beneficial or harmful. He contrasts memes to patterns” and true knowledge, characterizing memes as “greatly simplified versions of patterns” and as “unreasoned matching to some visual or mnemonic prototype”. Taking reference to Dawkins, Salingaros emphasizes that they can be transmitted due to their own communicative properties, that “the simpler they are, the faster they can proliferate”, and that the most successful memes “come with a great psychological appeal”.
Architectural memes, so Salingaros, can have destructive power. “Images portrayed in architectural magazines representing buildings that could not possibly accommodate everyday uses become fixed in our memory, so we reproduce them unconsciously.” He lists various architectural memes that circulated since the 1920s and which, in his view, have led to contemporary architecture becoming quite decoupled from human needs. They lack connection and meaning, thereby preventing “the creation of true connections necessary to our understanding of the world”. He sees them as no different from antipatterns in software design – as solutions that are false but are re-utilized nonetheless.