---
type: claim
domain: cultural-dynamics
description: "Blackmore's selfplex: personal identity is a cluster of mutually reinforcing memes (beliefs, values, narratives, preferences) organized around a central 'I' that provides a replication advantage — memes attached to identity spread through self-expression and resist displacement through identity-protective mechanisms"
confidence: experimental
source: "Blackmore 1999 The Meme Machine; Dennett 1991 Consciousness Explained; Henrich 2016 The Secret of Our Success"
created: 2026-03-08
related:
- identity-protective cognition causes people to reject evidence that threatens their group identity even when they have the cognitive capacity to evaluate it correctly
reweave_edges:
- identity-protective cognition causes people to reject evidence that threatens their group identity even when they have the cognitive capacity to evaluate it correctly|related|2026-04-18
---

# the self is a memeplex that persists because memes attached to a personal identity get copied more reliably than free-floating ideas

Susan Blackmore's concept of the "selfplex" is the application of memetic theory to personal identity. The self — "I" — is not a biological given but a memeplex: a cluster of mutually reinforcing memes (beliefs, values, preferences, narratives, group affiliations) organized around a central fiction of a unified agent. The selfplex persists because memes attached to it gain a replication advantage: a belief that is "part of who I am" gets expressed more frequently, defended more vigorously, and transmitted more reliably than a belief held lightly.

The mechanism works through three channels. First, **expression frequency**: people talk about what they identify with. A person who identifies as an environmentalist mentions environmental issues more often than someone who merely agrees that pollution is bad. The identity-attached meme gets more transmission opportunities. Second, **defensive vigor**: when a meme is part of the selfplex, challenges to it feel like challenges to the self. This triggers emotional defense responses that protect the meme from displacement — the same [[memeplexes survive by combining mutually reinforcing memes that protect each other from external challenge through untestability threats and identity attachment]] mechanism, but applied to the personal identity rather than a collective ideology. Third, **social signaling**: expressing identity-consistent beliefs signals group membership, which activates reciprocal transmission from fellow group members.

Blackmore builds on Dennett's "center of narrative gravity" — the self is a story we tell about ourselves, not a thing we discover. But she adds the evolutionary dimension: the selfplex is not just a narrative convenience. It is a replicator strategy. Memes that successfully attach to the selfplex gain protection, expression, and transmission advantages that free-floating memes do not. The self is the ultimate host environment for memes.

This has direct implications for belief updating. When evidence contradicts a belief that is integrated into the selfplex, the rational response (update the belief) conflicts with the memetic response (protect the selfplex). The selfplex wins more often than not because the emotional cost of identity threat exceeds the cognitive benefit of accuracy. This explains why [[civilization was built on the false assumption that humans are rational individuals]] — rationality assumes beliefs are held for epistemic reasons, but selfplex theory shows they are held for identity reasons, with epistemic justification constructed post-hoc.

**Scope and confidence.** Rated experimental because the selfplex is a theoretical construct, not an empirically isolated mechanism. The component observations are well-established (identity-consistent beliefs are expressed and defended more vigorously, belief change is harder for identity-integrated beliefs). But whether "selfplex" as a coherent replicator unit adds explanatory power beyond these individual effects is debated. The strongest version of the claim — that the self is *literally* a memeplex with its own replication dynamics — is a theoretical framework, not an empirical finding.

---

Relevant Notes:
- [[memeplexes survive by combining mutually reinforcing memes that protect each other from external challenge through untestability threats and identity attachment]] — the selfplex IS the identity attachment trick applied to the individual rather than the collective
- [[civilization was built on the false assumption that humans are rational individuals]] — the selfplex explains WHY the rationality assumption fails: beliefs serve identity before truth
- [[meme propagation selects for simplicity novelty and conformity pressure rather than truth or utility]] — selfplex attachment is a fourth selection pressure: memes that attach to identity replicate regardless of simplicity, novelty, or conformity
- [[the strongest memeplexes align individual incentive with collective behavior creating self-validating feedback loops]] — the selfplex is the individual-level version: self-expression validates self-identity in a feedback loop
- [[true imitation is the threshold capacity that creates a second replicator because only faithful copying of behaviors enables cumulative cultural evolution]] — the selfplex is a higher-order organization of the second replicator, organizing memes into identity-coherent clusters
- [[collective intelligence within a purpose-driven community faces a structural tension because shared worldview correlates errors while shared purpose enables coordination]] — shared selfplex structures within a community correlate errors through identity-protective cognition

Topics:
- [[memetics and cultural evolution]]
- [[_map]]