This study focuses the theoretical underpinning of the so-called semantic gap. By analysing the discourses on ideals and practices of image search and image use in terms of different understandings of ‘information’ and ‘communication’ this study illuminates the epistemological foundation of different ways of thinking about image descriptions. More precisely, it compares the discourse for metadata production, standards and information management with the discourse among humanities scholars. Close readings of handbooks, best practice and interviews with metadata producers discloses a discourse imbued by a mechanical model for communication and information transmission and a focus on objectivity and effectiveness. Simultaneously, interviews with humanities scholars and close readings of recent archival theory reveal another understanding of metadata as historically, institutionally, and even individually situated interpretations. As this study shows, attentiveness to the theoretical underpinning of the different ideals, wants and needs of metadata for images may illuminate why these differences exists.