Memes are like cognitive frames

Following up on this post and its predecessor, it occurred to me that memes are a lot like frames as Lakoff describes them. Lakoff has done extensive cognitive scientific work on schemas, metaphors and frames. Check out this lengthy article in Frontiers in Human Neuroscience, 2014; 8: 958, "Mapping the brain's metaphor circuitry." Even though they don't relate this to the concept of memes, there are some striking similarities. E.g.: 

"Reddy had found that the abstract concepts of communication and ideas are understood via a conceptual metaphor: Ideas Are Objects; Language Is a Container for Idea-Objects; Communication Is Sending Idea-Objects in Language-Containers."