The internet is changing society as society is changing the internet. In this self-reflecting connection, Benkler’s approach of Common Based Peer Production thereby opens up a new perspective of the network, shifting our view from the inter-organizational as well as from the individual to an ad-hoc group of user collaboration limited in time. The question that arises in this context is, how there can be unity whatsoever in a world that appears to be increasingly diversified. It seems to be a paradox situation that by social production the individual gains significance while the increasing value of individual work on the other hand benefits the whole group working together. Thomas W. Malone and Robert J. Laubacher (The Dawn of the E-Lance Economy. Harvard Business Review; Sep/Oct1998, Vol. 76 Issue 5, pp. 144-152) have observed this circumstance in their concept of an E-Lance Economy under comparable conditions:

“By changing the way work is done, electronic networks may lead to a new kind of economy centered on the individual.”

As the individual takes center stage the question arises which relevance he has in inter-personal collaborations because frequently used terms for the current developments like “Social Web” or “Social Commerce” suggest an increasingly importance of sociality. Being paradox as well, individualization and socialization of cooperation seem to take place simultaneously. Thereby networks play the decisive role shaping the quality of collaboration by individuals acting together and creating value in networks.