In 1975, E.O. Wilson published a controversial book titled Sociobiology: The New Synthesis which claimed that human social behaviour is rooted in biology. 1 One year later, in the final chapter of The Selfish Gene, Richard Dawkins asserted that "cultural transmission is analogous to genetic transmission in that, although basically conservative, it can give rise to a form of evolution," propelled by imitation in the form of a cultural replicator called the meme.2 Concurrently, the anthropologist Marshall Sahlins referred to sociobiology, the study of the social through evolutionary processes, as "vulgar" and upbraided its champions for bringing about "the final degeneration of evolutionary biology."3 These two polarities gave rise to a wave of work devoted to developing and analysing evolutionary explanations of culture, which, over the last two decades, has resulted in a significant increase in their use within the social sciences and humanities to explore the establishment and perpetuation of human cultural practices.4 In fact, Irons credits Sahlins' initial critique of sociobiology with generating invaluable debate and discussion about the application of evolutionary processes to culture, which has led to the formation of new evolutionary explanations like costly signalling theory
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