Intended for researchers and students in mass media theory, this paper examines the development of the concept of meaning in media studies. It considers the epistemological and sociological roots of the concept, arguing that such an analysis is pivotal in understanding the differences in current research perspectives. The notion of meaning in behaviorism, critical studies, functionalism, and pragmatism is critiqued in the paper and then extended in the form of a "cultural curve of meaning" model. The model borrows from and synthesizes the strengths of the competing traditions to provide a framework for analyzing the interaction of media and audiences at both the individual and societal levels. Fifty-one references are attached. (Author/SR)