Since its discovery in the 1970s, the rich rock art assemblage of Alta, Northern Norway, has been increasingly examined and interpreted. Central to the interpretations are topics such as ritual, circumpolar cosmology, landscapes and communication. The interpretative frame of reference has grown steadily, while discussions and disagreements have been surprisingly few. This paper argues that the outcome of this is a broad but still closely related set of understandings that define the kind of interpretations that qualify as likely or eligible. The paper offers a critical view on how ethnographic sources as well as concepts such as circumpolarity, rituals, and shamanism are mobilized in this interpretative formation. It also questions the increasingly more profound and intricate understandings of the rock art as a world-shaping and mediating tool. The interpretative imperative of finding a 'deeper meaning' is discussed and alternative approaches to rock art suggested.