CONTEXT SENSITIVE MEDIA AND INFORMATION

Systems and methods for creating and processing context sensitive media objects are disclosed. One method is directed to processing a context sensitive media object in a target context. The method includes receiving an object with one or more object rules embedded within the object such that the one or more object rules are propagated with the object. Further, a determination of whether the object is context sensitive is made. If the object is context sensitive, the method prioritizes between the one or more object rules and one or more context rules related to a target context. In addition, a determination of which method or methods should be executed to process the object in the target context is made based on the prioritization.