According to Dawkins, like genes, memes are replicators, that is, objects that replicate themselves for reproduction. Memes can multiply by will or against the will of their carrier. For memes, survival depends on the presence of at least one carrier, and the success of reproduction depends on the surrounding cultural environment and on the presence of such carrier, which intentionally tries to distribute the meme. The information content of a particular meme also affects the likelihood with which it will be copied.