This quote strikes me because of how historically culture has been organically generated by groups or communities that collectively keep it alive through active participation. However, now that technological advances have made the sharing of ideas instantaneous the internet as a whole now has developed a culture (memes, newsfeeds, social media, etc.). Since the users themselves have no ownership or control over these methods of communication, it gives their owners and investors (elites) the ability to dictate what ideas are allowed to be shared and governing the ideas around which culture can be congregate. This may leave the reader with a defeatist attitude, that we are incapable of escaping this control, but Gramshi argues the opposite, culture is non-existent without its participants and the more citizens that are aware of this form of control, the less control it has. One is less likely to believe a liar after they have been exposed for lying.