I have a strong feeling culture (and how it interacts with technology) is the next thing the web people will discover. The signs are there. It’s such a rich topic, with a huge influence on how we design interactions.
Learning about culture is a logical next step: start with visual design, learn that interaction matters more so do interaction design and information architecture, learn more about social sciences, cognitive psychology, then read about cultural changes associated with disruptive technologies. Start (self-promotional) reading up.