The best way to understand why I.Q.s rise, Flynn argues, is to look at one of the most widely used I.Q. tests, the so-called WISC (for Wechsler Intelligence Scale for Children). The WISC is composed of ten subtests, each of which measures a different aspect of I.Q. Flynn points out that scores in some of the categories—those measuring general knowledge, say, or vocabulary or the ability to do basic arithmetic—have risen only modestly over time. The big gains on the WISC are largely in the category known as “similarities,” where you get questions such as “In what way are ‘dogs’ and ‘rabbits’ alike?” Today, we tend to give what, for the purposes of I.Q. tests, is the right answer: dogs and rabbits are both mammals. A nineteenth-century American would have said that “you use dogs to hunt rabbits.”
“If the everyday world is your cognitive home, it is not natural to detach abstractions and logic and the hypothetical from their concrete referents,” Flynn writes. Our great-grandparents may have been perfectly intelligent. But they would have done poorly on I.Q. tests because they did not participate in the twentieth century’s great cognitive revolution, in which we learned to sort experience according to a new set of abstract categories. In Flynn’s phrase, we have now had to put on “scientific spectacles,” which enable us to make sense of the WISC questions about similarities. To say that Dutch I.Q. scores rose substantially between 1952 and 1982 was another way of saying that the Netherlands in 1982 was, in at least certain respects, much more cognitively demanding than the Netherlands in 1952. An I.Q., in other words, measures not so much how smart we are as how modern we are. (link)
He eventually gets into some of the "bell curve" type debates -- genetics vs. cultural factors -- and obviously dismisses genetic explanations.