Culture is not a static inheritance, but a dynamic arena of ongoing struggle. From the mosques of Jakarta to the classrooms of Louisiana, from TikTok feeds to university lecture halls, ideological warfare rages. This podcast explores the complex interplay of several crucial factors shaping our cultural landscape: Contestation: Culture is a battlefield where competing ideologies clash, merge, and evolve. Prestigious actors and institutions are especially influential, as others look to them as successful. No norm is set in stone; instead, we see a perpetual push and pull between progressive and conservative forces, each vying to define societal values. Economic growth, technological advances and political freedoms do not entail cultural liberalisation. These are merely vehicles - to be used by progressives and conservatives alike. Religious and cultural traditions: Deep-seated beliefs shape the receptiveness to change, and the scope of public debate. Drawing on my qualitative research across nine world regions and evidence from multiple disciplines, this podcast examines ideological battles in diverse settings, from the United States to the Middle East, Southeast Asia to Latin America.