In this conceptual article, the authors explore the possibilities of another approach to examining the human dimensions of wildland fire. They argue that our understanding of this issue could be enhanced by considering a cultural studies construct known as the 'circuit of culture.' This cross-disciplinary perspective provides increased analytic power by accounting for the meaningful role of 5 cultural processes in terms of their location and interrelation within social experience. The authors compare the circuit of culture approach with a body of recent literature focused on wildland fire. The authors make the case that this research has moved in a positive direction since wildland fire first ignited social scientific interest in the 1980s, but it is still missing key cultural processes. Ultimately, following the circuit allows us to make more nuanced statements about meaning, something much needed in the face of the wicked problem of wildland fire.