A photograph is born in a context. Apart from the photographer's original intention, a photo has several ingredients hidden from the viewer's eyes. The environment out of the sight of the lens. The sounds. The smells. The pleasure or the frustration of taking the picture. The daily routines and impressions, or the experiences affecting the photographer's feelings at the time. These thin layers, like invisible filters, all add up to the story that the photographer will subconsciously attach to that image.
When published, the photo loses all the adjuncts that only existed in the creator's mind, leaving the pure, framed essence of the moment there to display.
Then, when in luck, the photo starts to resonate with its viewer mind triggering subconscious associations beyond what the eye can see. An environment. Sounds. Smells. Feelings. And eventually, a new story is born. A story that only exists in the viewer's mind.