perfectliar said: "So many of you talking about context are missing the context of the award, itself. It's Best Original Song in a motion picture... not Best Use of a Song in a motion picture. Just because any song works well within the context of a film doesn't mean it should win the award. If context were what every song were judged on, explain any nomination or win for a James Bond theme.
I'm sure context plays into votes, since while nominees are decided only by the Academy's songwriters and composers, the winners are voted upon by the entire Academy membership. But the award is and should be for the song, not the context."
That's just one of many things that go into making a "Best Song" contender. Full context, the writing itself, does it do something new that other songs don't, etc. It's each individual detail and how it they all fit together in the bigger picture.