Culture is huge nested networks of memes[1] which reinforce themselves and evolve via natural selection. Their substrate is our brains. [1] https://en.wikipedia.org/wiki/Memetics

Are those terms substantially different from the article's claims?

THe wikipedia definition of meme is "memes: ideas, behaviors, beliefs, and expressions." The author discusses frames and mental models as a topic [0]. "[A] framing is a choice of boundaries" and "A model is an analogy. It is a simplified simulation of something else." These seem to map to meme-concepts ideas and beliefs respectively and loosely. ("Frame" is probably a meta-meme or ontology that expands or contracts what memes can exist at all or what can be discerned at all.)

0. https://aethermug.com/posts/a-framing-and-model-about-framin...