"Collective consciousness refers to the shared beliefs and moral attitudes which operate as a unifying force within society. In the other words, the collective consciousness is about machine morality because human consciousness on the Web is handled by machines. The machine morality is not a sci-fi term; this issue is indeed real. Machine morality is the reflection of human morality onto the virtual world.
The implementation of collective consciousness is very much related to all the previously mentioned collective factors. Human consciousnesses are materialized on the Web as static intelligence and dynamic Collective Behaviors. Moreover, the collective identities assign social roles for the materialized consciousnesses. The integrity of these materialized consciousnesses is closely related to the level of Collective Responsibility that is maintained at the meantime. The combination of all these issues compose the intent of the machine morality." (http://yihongs-research.blogspot.com/2007/12/collectivism-on-web.html)