This chapter introduces a key distinction between near-side and far-side pictorial pragmaticsfar-side pictorial pragmatics. Near-side pictorial pragmatics concerns how contextual factors determine what a picture depicts and denotes, whereas far-side pictorial pragmatics examines the speech acts performed through the use of the picture. The objective of this chapter is to apply the concept of near-side pictorial pragmaticsnear-side pictorial pragmatics to photography. There are various context-sensitive elements that influence how the design of a picture is mapped onto a domain of meanings, thereby determining its pictorial contentpictorial content. Similarly, there are also contextual factors that determine how pictorial content is mapped onto the domain of existing objects. We will examine how these mechanisms operate in photographic contexts, in order to clarify several widespread misconceptions about photographic denotationdenotation. Additionally, we will also analyze context-sensitive elements that determine the mental states a picture may express. We will also examine how John KulvickiKulvicki, J. extends David KaplanKaplan, D.’s indexical theory to pictures, allowing us to observe how the relationship between pictorial content and propositional contentpropositional content is shaped by context. I will argue that both the user and the viewer of the picture must share these elements for a photograph to be used as a foundational layer of informationfoundational layer of information in a communicational context.