Personalization is a difficult problem related to fields and applications ranging from information retrieval to multimedia content manipulation. Challenge is greater, when trying to combine traditional personalization techniques with novel knowledge representations like ontologies. This paper proposes a novel contextual knowledge modeling, based on ontologies and fuzzy relations and exploits it in user profiling representation, extraction and use. The personalized results of the application of this methodology are then ranked accordingly. The performance of the proposed techniques is demonstrated through preliminary experimental results derived from a real-life data set.