> entropy quantifies uncertainty
This sums it up. Uncertainty is the property of a person and not a system/message. That uncertainty is a function of both a person's model of a system/message and their prior observations.
You and I may have different entropies about the content of the same message. If we're calculating the entropy of dice rolls (where the outcome is the 'message'), and I know the dice are loaded but you don't, my entropy will be lower than yours.