Throughout the 20th century the question of culture was a central pillar of social scientific thought. From Durkheim to Levi-Strauss, from Stuart Hall to Dennis Cosgrove, the question of culture and cultural difference was a touchstone for understanding the structures, norms and expectations that organised society. Yet, today the concept has disappeared from the academic landscape, including geography, where it is absorbed into other debates and terms, or discarded as an antiquated essentialist construct. Despite pressing political debates about culture wars, identity politics, cultural appropriation and nativism, there seems to be little interest in discussing, debating, much less theorising, the concept of culture as a credible explanatory tool. The aim of this lecture is two-fold: first it explores what has been lost by forsaking the question of culture (in geography and elsewhere); and second, it endeavours to reframe the question of culture in terms that emancipate it from the problem of difference. Indeed, at its heart, I argue that while geographers commonly study difference as an obvious empirical fact of life, emerging and receding at various scales, the nature of difference itself is unknowable. Yet rather than seeing this as an obstacle to theorising culture, the lecture uses it as an invitation to think culture differently: culture not as an explanation for difference but as an elucidation of the phenomenon of claiming difference. The lecture will focus on explaining this distinction and how it fundamentally changes the question of culture. The plenary lecture explores and develops arguments examined in my forthcoming monograph, Dreams of Presence: a Geographic Theory of Culture (University of Toronto Press, 2024).