Are we aggregating aggregation?

"Artificial intelligences will become the keepers of the digital sphere" (Dodson, 2009)

“Artificial intelligences will become the keepers of the digital sphere” (Dodson, 2009)

If you think we are living in a fast paced world, its online counterpart is moving even faster. It is an online revolution which is exponentially growing and there has been an estimate that nearly 4.6 BILLION webpages exist (WorldWideWebSize, 2013). With the constant construction of platforms and applications that meets our problems, our cultivation practices of distributing and aggregating information are leading to all sorts of new and developed social forms. Is this ideal situation really what it seems like though? Or is mankind aggregating the existence and development of the internet.

“You’re living the stream, adding to it, consuming it, redirecting it” (Guillaud, 2010)

Aggregation, Publishing and Distribution ideas all seamlessly entwine with each other as the basis of this Publics and Publishing course. During the course, we have also been involved in a production of information aggregation, synthesising ideas, thoughts and opinions into our publishing spheres. It is probably embedded as first nature and characteristics of Gen Y users. To be constantly adding new information and contributing to these 4.6 billion pages online, is a form of personalisation through aggregation. But is this really an advantageous contribution to the Internet?

“At a time when obstacles to distribution are collapsing, the act of distribution become much less important than the act of consumption” (Guillaud, 2010)

Guillaud continues to explore the reworking of the distribution structures in internet technologies. Not only are there new forms of these distribution methods in the internet, but a new form of cultural structure in information aggregation has also emerged. With the possibility of Web 2.0, we have established a new form of culture through these social media aggregation platforms. Taking for example,Twitter, would the possibility of trolls and keyboard warriors have existed 10 years ago? Or maybe the formation of Instagram. Man’s creation to satisfy our burning vanity to show off our #duckfaces and that 5 star meal on that luxurious paradise island holiday (which should really be spent away from all forms of technology).  Although we are living, breathing and contributing to the formation of digital information and spheres, I personally think that we are heading towards plateau in the significance of information distribution.


“We have reached a point where that separation no longer exists, as once-precious data tend toward low value ubiquity” (Dodson, 2009)

Forms of social media aggregation and distribution


Publishing, Aggregation and distribution may be able to coexist but there will be many unsolvable effects that will soon come with the new way we choose to deliver and share information. Unless of course we again create new social forms that will answer these problems… it is a never-ending cycle. To the left is a briefing of our social media forms. What are your views with these social forms being the calling to all our problems?



  1. Dodson, W 2009 “Dawn of the Systems Age”,, accessed 21 May 2013.

  2. Guillaud, H 2010 “What is implied by living in a world of flow?”,, accessed 21 May 2013.

  3. Hayes, G 2008 “The Social Media Campaign”,, accessed 21 May 2013.

  4. Kunder,M 2013 “The Size of the World Wide Web (The Internet),, accessed 21 May 2013.