Christophe Heintz

Cultural epidemiology is a theoretical framework that enables historical studies to be informed by cognitive science. It incorporates insights from evolutionary psychology (viz. cultural evolution is constrained by universal properties of the human cognitive apparatus that result from biological evolution) and from Darwinian models of cultural evolution (viz. population thinking: cultural phenomena are distributions of resembling items among a community and its habitat). Its research program includes the study of the multiple cognitive mechanisms that cause the distribution, on a cultural scale, of representations and material cultural items. By a detailed analysis of the social cognitive causal chain that occurred in the past, one can find out – and specify – which are the factors of attraction that account for cultural stability as well as historical cultural change. After reviewing recent research and developments in cognitive history, I present the concept of cultural attractor and explain why cultural attractors are historically variable. In doing so, I emphasize the role of historically constituted cognitive mechanisms, which account for much of historical cultural developments. I argue that the framework of cultural epidemiology can better account for these important historical phenomena than either evolutionary psychology accounts of culture or dual inheritance theory. I conclude that describing and explaining the history of cultural attractors is a good research goal for historians.

One of the best ways to pursue and go beyond the programme of Writing Culture (Clifford and Marcus 1986), I suggest, takes as its point of departure the cognitive anthropology of anthropology. Situating Writing Culture with regard to this field of research can contribute to its further development. It is, after all, sensible to start the anthropological study of anthropology with an analysis of its own cultural productions: ethnographic texts. The analyst can then identify the relevant properties of such cultural products and track down their causes. These causes include especially the cognitive processes of working ethnographers. Starting with textual analysis, I will argue that some of the rhetorical conventions that are viewed critically by contributors to Writing Culture, rather than being misleading, actually serve to inform the reader about the cognitive genesis of the ethnography. The information conveyed when complying with these conventions enables readers to evaluate the reliability of ethnographic accounts and anthropological analyses. Following the textual analysis, I specify some of the cognitive processes at work in the production of ethnographies. These include, for example, a reflexive and critical cognition that is distributed among the community of anthropologists and also 'mind-reading' – a cognitive process, much studied by cognitive psychologists, that enables ethnographers to make sense of the behaviour of indigenous people by attributing mental states to them (beliefs, intentions, desires, feelings).