eg - one term used in multiple ways, which may or may not be compatible, forming communities surrounding different understandings of the term
consider political terms in multiplicitous use, or the use of ‘nb’ for both ‘non-black’ and ‘non-binary’

“Accordingly, much visual social media research focuses upon the modes of classification – hashtags that form temporary ‘publics’, say – rather than a close reading of the visual content or more significantly perhaps the contingencies of multiple and dynamic audience interpretations. ” - quickref#^74c0ca
“the apparent circulation of the ‘same’ image through different material contexts (e.g., phone, platform, screen, feed) shaped by algorithmic processes presents intractable problems of identifying multiplying audiences, the sites of viewing and interpretation, and therefore the ‘ways of looking’ crucial to understanding meaning (Hartley, 2012). - quickref#^74c0ca

as explored in (Hammond et al., 2005) - social bookmarking

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annotation is contextual

“reception and perception of media is a result of a dialogical, multi-directional process” - so notes on, summaries of and takes on pieces of content are inherently positioned from view of reader, for that task/context (Smolicki, 2017)