At the beginning, the question arises whether the object of knowledge, the communication technology context of the Internet, the analysis and the results are epistemologically influenced or even determined. Or even stronger:
Could it be that – similar to the commodity fetish, as Marx has analyzed it – socially determined attributions appear as real characteristics, as the representational character of processes and products. Then we would have to deal directly with a surface of appearance that blocks the process of cognition if one leads the discourse there and does not analytically reflect on the genesis.