In a recent review of the major research on human and primate tool-use, communication, and learning strategies, Tomasello argues that the key human advances over primates (language, complex technologies, complex social organization) are all the results of humans pooling cognitive resources. This is called "the ratchet effect:" innovations spread and are shared by a group, and mastered "by youngsters, which enables them to remain in their new and improved form within domain name registration the group until something better comes along." The key point is that children are born good at a particular kind of social learning; this creates a favored environment for social innovations, making them web site development more likely to be maintained and transmitted to new generations than individual innovations.[24] For Tomasello, human social learning—the kind of learning that distinguishes humans from other primates and that played a decisive role in human evolution—is based on two elements: first, what he calls "imitative learning," (as opposed to "emulative learning" characteristic of other primates) and second, the fact that humans represent their experiences symbolically (rather than iconically, search engine optimization as is characteristic of other primates). Together, these elements enable humans to be both inventive, and to preserve useful inventions. It is this combination that produces the ratchet effect.

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