meme: (n.) A cultural item that is transmitted by repetition in a manner analogous to the biological transmission of genes. Shortening (modeled on gene) of mimeme, from Greek mimma, something imitated, from mimeisthai, to imitate.

craft: (n.) 1. Skill in doing or making something, as in the arts; proficiency. 2. Skill in evasion or deception; guile.