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@clive if you begged me to come up with an even broader and vaguer term than content, I could not have thought up anything less specific than “culture”

Culture is everything: not just media. It’s your practices, your beliefs, your food, your language, your rituals, your ways of interacting with each other. Culture is the air we breathe, the water we swim in, the ground we stand on. It does not only do what you want that word to do.