Cloud computing and the emergence of Web 2.0 and social media have altered the dynamics of the Web. They no longer involve a linear process that consists of only printed text, but they increasingly involve the production of digital artefacts and involve the use of a variety of communication, collaboration and sharing tools that people find and use on the Web and that are stored away from the desktop. These tools have incited new demands on human agency, in the form of creativity, innovation and self-expression (Sahlberg, 2009; Fisher et al, 2005).