Five different ways that viewers conceptualize and take stances toward a photograph are identified from a study that involved 384 written responses to a photograph. Subjects included 63 faculty members from Queensland (Australia) Institute of Technology, 80 school teachers, 67 photographers, and 174 12-year-olds. In focus group discussions, 25 college students discussed a particular photograph. Each viewer brought personal experiences and expectations to create a personal response. The following categories or stances were identified: (1) observation, (2) interpretation, (3) personal memories, (4) participation, and (5) intrusion of the communication medium. Viewers normally took at least two stances, but generally did not take all five, although all stances were included in group discussions. The combination of several stances creates a depth of meaning beyond the initial understanding. (Contains 8 references.) (SLD)