One of the most important topics in modern multimedia research is the treatment of documents and users at a semantic level. In this framework, the automated extraction of semantic preferences from multimedia content is an important problem. This paper is part of our ongoing work in the field of semantic multimedia analysis and retrieval; it extends on previous work on scene and shot detection, contour extraction and object tracking, descriptor extraction and matching, and semantic document analysis, in the direction of automated extraction of semantic user preferences. Such preferences can then be utilized towards the personalization of the multimedia retrieval process. The methodology of the paper is based on the utilization of a fuzzy relational knowledge representation model and a novel definition of semantic context.