When I began thinking about an evolutionary approach to culture, in about the year 1993, there were perhaps a half dozen people working in the field. The major works were Luigi Luca Cavalli-Sforza and Marcus W. Feldman, Cultural Transmission and Evolution (Princeton: Princeton University Press, 1981), who also published a dozen first-rate papers on the subject between 1973 and 1985, as well as Robert Boyd and Peter J. Richerson, Culture and the Evolutionary Process (Chicago: University of Chicago Press, 1985), which was considerably broader and came from an anthropological rather than biological perspective, and William H. Durham, Coevolution: Genes, Culture, and Human Diversity (Stanford: Stanford University Press, 1991). Mesoudi's book is a testament to the explosion of theoretical and empirical material on cultural evolution.
Mesoudi's treatment is fastidious yet relaxed. There are many definitions of culture, and different definitions are appropriate for different purposes. Mesoudi's definition of culture is perfectly suited to a population biology approach: "culture is information that is acquired from other individuals via social transmission mechanisms such as imitation, teaching, or language." (p 2) Other definitions of culture, I believe, are either subcategories of Mesoudi's definition or are analytically meaningless. The definition's power draws from the analogy with genetic evolution. We know that genes are sequences of DNA base pairs, which are simply chemically encoded digital information for protein building. Genetic inheritance is thus information transfer from parents to offspring. Cultural inheritance is broader, including vertical transmission from parents to offspring, horizontal transmission from peer to peer, and oblique transmission from non-parental elders to youth (e.g., religious and technical instruction).
Charles Darwin, William James, and many others prior to Cavalli-Sforza and Feldman commented on similarities in the dynamics of genes and culture. Genetic evolution is based on the fact, as Mesoudi explains in Chapter 2, that genes can make accurate copies of themselves (reproduction, inheritance), but there are continual mutations that introduce variety in the gene pool (mutation, variation), and genes must compete for the ability to reproduce (selection, completion). The same is true for culture. Mesoudi carefully examines the strength of the analogy between genes and culture, never pushing it beyond what appears reasonable given our empirical information.
The basic analytical expression of Darwin's principle of survival of the fittest is the so-called replicator equation in dynamical systems theory. In my book, Game Theory Evolving, I derive this equation four different ways, one of which can be interpreted as purely cultural. The parallel between genes and culture is pretty stunning, mathematically. In Chapter 3, Mesoudi motivates this cultural dynamical system without any equations, making it accessible to people who don't like or don't trust equations. In Chapter 4, Mesoudi applies this methodology to particular cases of cultural macroevolution taken from the archeological and anthropological literature. He follows this with two extremely informative chapters on cultural evolution in the laboratory and in the field.
Mesoudi is a major contributor to the field of evolutionary culture, and his expert treatment of this recently emerging field is highly welcome. The author's second goal, as expressed in the book's subtitle, is "how Darwinian theory can ... synthesize the social sciences." This part of the book is, I think, completely incorrect and betrays Mesoudi's lack of understanding of economics, and his lack of appreciation for the insights of sociology, psychology and anthropology. His basic idea is that all of economic theory can be replaced by evolutionary and behavioral economics, and Darwinian cultural theory can replace all of the other social sciences. This is just incorrect. There is no room in Mesoudi's intellectual world for the rational actor model, for game theory, for theory of social norms and the psychology of socialization. There is accordingly no role for morality or reason in his treatment of human society. What he presents as a model for synthesizing the social sciences I just an embarrassing recitation of his principles of cultural evolution. Cultural evolution is important, but it isn't everything that is important, by a long shot.