Cultures can be categorized depending on whether they concentratetheir attention on the past, the present, or the future, and dependingon whether this attention is euphoric, dysphoric, or neutral. The presentessay intends to complexify such articulation through suggesting that itmight include also aspectuality and be traversed by the three semioticdimensions of indexical reference to the ontology of time, iconic representation of it, and symbolical evocation of it. In other words, cultures do not diverge only in terms of ’when’ in time they focus their attention on, but also in terms of ’how’ in time they do so.