Social objects originate from constitutive rules. But there are two ways of explaining the relationship between them. I call them “Manifest Image” and “Deep Image”. The former depends on Searle’s interpretation of social reality and it is based on collective intentionality; the latter is the one I support and it is based on documentality. Indeed, recordings and documents are sufficient to explain how and why social world exists. There is no need to use such a vague notion, as that of collective intentionality, in order to give a useful account of society. Documents can do it better, especially with the help of the process called emergence, as the case of money clearly shows.