Today in the sphere of mass communication we can observe the coexistence of two models of knowledge. The first is the expert model (connected mainly with mass media), in which a broadcaster is responsible for the knowledge that he broadcasts and he has also institutional authority. The second is the collective wisdom model, in which there are many anonymous (in most cases) broadcasters and every one of them has some knowledge about a small fragment of reality. The interactive medium allows them to make the synthesis of this knowledge. More so than in the first model it concerns also the common knowledge, which is realized in everyday practices. Both of these models are present in the computer mediated communication. The authoress' attention focuses mainly on the collective wisdom model because this is the new model in the sphere of communication. The purpose of the article is the analysis of the social causes of growing popularity of the collective wisdom model and also the review of many different theories concerning the manifestation of the collective wisdom model in the internet (e.g. 'connected intelligence' by Derrick de Kerckhove, 'smart mobs' by Howard Rheingold, 'collective intelligence' by Pierre Levy, 'wisdom of crowds' by James Surowiecki, 'clickstream' by John Battelle, 'bazaar' by Eric S. Raymond, and also the phenomena of folksonomy and Web 2.0). It also examines the relations between these two models in the internet. .