When we can track ideas being copied within minds, the areas of memetics that deal with memes inside minds will have a sounder scientific footing - some think. That may still be some way off, but exciting progress is being made in the area:
A recent study:
...looks specifically at brain factors that influence social spreading using functional magnetic resonance imaging (fMRI). Mapping some of the main brain regions that memes stimulate to help propagate themselves is certainly a step in the right direction.