ABSTRACT
Despite being currently considered the solid ground of communication studies, or better because of it, culture needs radical reformulation. The antiquated perspective on culture defined it as an idealized abstraction, as a means of distinguishing human beings and the variety of their social groups, as well as an edge severing humanity from the natural world. In that sense, culture is conceived as a set of immanent rules of social integration, whose purpose is to separate what is ours in opposition to what is other. The distinctions are neat: social groups are different because they have different cultures, and culture draws a line disengaging human beings from both animal and natural life.
