This chapter gives a history of the term 'meme' as it was coined by Richard Dawkins and Douglas Hofstadter's later book on the topic.  The next part of the chapter talks about viral memes, which the author considers to be any meme designed to propogate itself. These memes "invoke an emotion and insist on being spread", such as chain emails.  Those appealing to topics that provoke reaction, such as pity, fear, or sex, are considered to be the best examples of this.  As for schemes, the author defines them as a set of related memes shared among different people. Schemes spread in a way similar to memes, but also through membership.  In other words, if certain members of a scheme are considered to be good authorities or role models, other people, regardless of whether they accept the memes on their own, will become a part of the scheme.

The headings in this chapter look good, although the information (especially the example under viral memes) seems somehow off. As a brief history of the term 'meme' and an exploration of the schemes, this chapter is thought-provoking, but I'm hesitant to necessarily take the ideas he proposes as fact.