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Two young fish are swimming along when they happen to meet an older fish swimming the other way. The old fish waves a fin at them and says “Morning, boys. How’s the water?” 

The two young fish swim on for a bit, until one looks over at the other and goes “What the hell is water?”

Next in Culture tells you how the water is. 

Pop culture is everywhere, yet thought so little about.  TV shows, movies, memes feed our role models, answer life-long questions, and recalibrate our moral compass. 

Right or wrong, up and down, waves of harmony and dissonance constantly rock our profession. 

Next in Culture looks into the water and setsar a course into the pristine waters of new trends and turbulence.

About the authors 

A decade ago, Julia and Jonathan met in Beijing; they stayed in touch. They get each other.  

Julia Makhalova-Chi is a cultural strategist and sometime New Yorker.  She’s gone from rural farmlife in 90s Russia to morning croissants in the concrete maze of Manhattan. When she doesn’t think about pop culture, she builds human-centered design, strategies, and experiences for the world’s most exciting brands: Coca-Cola, Netflix, and Disney to name a few. 

Scottish-born Jonathan Shearer is a SE Asia-based writer, astrologer and former reality TV show winner. After almost ten years with state media in China, Jonathan is now writing from a tin hut in south Thailand, but looking at the stars.