- collaboration a more recent trend is mass collaboration. says new york times technology writer john markoff. " a remarkable array of software systems makes it simple to share anything instantly, and some times enhance it along the way." businessweek writer robert hof observes that the huge numbers of people " online worldwide along with their shared knowledge, social contacts, online reputations, computing power. and more are rapidly becoming a collective force of unprecedented power. " example are gile-sharing , photo-sharing websites, calender-sharing services, group-edited sites, in which average people write their own news items on the internet and comment on what other people post an interactive, democratic form of mass media. pooled ratings, for instance, enable people to create personalized net music radio stations or amazon.com's millions of customer-generated product reviews.