In this paper, we distinguish two different approaches to cultural evolution. One approach is meme-centered, the other organism-centered. We argue that in situations in which the meme- and organism-centered approaches are competing alternatives, the organism-centered approach is in many ways superior. Furthermore, the organism-centered approach can go a long way toward understanding the evolution of institutions. Although the organism-centered approach is preferable for a broad class of situations, we do leave room for super-organismic (group based) or sub-organismic (meme-based) explanations of (...) some cultural phenomena. (shrink)