1. In a computing device, a method of providing social context for an inter-media object occurring within an audio and/or video content item, the content item being accessible by a plurality of socially networked users within a social graph, the method comprising: receiving preference data indicating user preferences of each of the plurality of socially networked users regarding the inter-media object; aggregating the preference data across the social graph to form social graph aggregate data; providing the content item to a selected user of the plurality of socially networked users; based upon a location of the selected user within the social graph, generating a selected set of the social graph aggregate data for the inter-media object from the social graph aggregate data for the selected user; and providing to the selected user a representation of social context for the inter-media object based on the selected set of the social graph aggregate data.