Why has it to be culture in the first place?

There is no single human being, who is not affected by culture, but there is also no single human being, who has an overview about "culture". The reason for this can be called with one word "superdiversity" (Arnaut et al 2017), which is yet another word for heterogeneous concepts. This blog concentrates especially on the linguistic aspects of culture, which are itself highly complex. Fortunately science (in broad sense, with includes here humanities as well) provides us with the means to explore deeper layers of culture and unveils its complexity. Especially ethnographic studies (more in Paltridge & Startfield 2016) possess the means to show instrumental aspects of culture, which offer valuable tools to Companies or other Institutions (e.g. publishers). One illustration seen at my own University

(Chukyo University in Nagoya, in the entrance of Building No.5): The picture gives an impression about  Linguistic Landscapes in Japan, a field about which already research exists (Backhaus 2007, Blommaert 2013). But what does it mean, "Linguistic Landscapes in Japan"? Although there are some characteristic patterns in Japan, especially the predominant use of Japanese throughout Japan there are also important differences inside the country. While there is maybe no culture of the building No.5 of the Chukyo-University, there is a culture of that  University, which relates to this picture, because there are languages, which are taught in the Faculty of International Liberal Studies (only Russian is unfortunately missing). Therefore this picture is an expression of the local culture. Whereas this very description is in English has an explicit relation to global culture. "English" has here the status of a lingua franca language, here some backgrounds about Lingua franca (Blog "Meditations"), especially for English (The history of English). In this moment of history, there is still (and again) struggle for the role of progressive Internationalists and its culture (Mafalda Dâmaso, The progressive post). While "culture" can be magic concept, for addressing the connection between local and translocal issues it still an open question, how a global culture could look like.
 
References:

• Arnaut, Karel / Karrebaek, Martha Sif / Spotti, Massimiliano (2017), Engaging Superdiversity: The Poisis-Infrastructures Nexus and Language Practices in Combinational Spraces. in: Engaging Superdiversity.Recombining Spaces, Times and Language Practices, Bristol: Multilingual Matters 
• Backhaus, Peter (2007), Linguistic Landscapes, A Comparative Study of Urban Multilingualism in Tokyo, Multilingualism Matters  
• Blommaert, Jan (2013), The Sociolinguistics of Globalization, Cambridge University Press 
• Paltridge, Brian & Sue Starfield (2016), Ethnographic Perspectives on English for Academic Purposes Research  in: The Routledge Handbook of English for Academic Purposes, Hyland, Ken / Shaw, Philip (eds) p 378-393