Ordering Disorder: ninemsn, Hypertext and Databases

Central within the discourses that have surrounded the commercial internet during its emergence has been an underlying promise of disorder. The claims for consumer empowerment with which e-commerce was promoted and discussed within industry and academic literature (Flamberg; Gates; Horton; Levine et al. for instance), coupled with recurring claims that the emergence of e-commerce was as profound a shift as that occasioned by the Industrial Revolution (Dancer; Sullivan; Lynch for instance), established an underlying sense of chaotic upheaval – a clear and present danger to the established order. And on the surface it would appear as if the commercial internet does serve as a challenge to established authority. User interfaces function by offering a degree of autonomy and informal control to the user. However, the infrastructure supporting e-commerce is multi-layered. It is here that the friendly interface cedes to a vast data structure: an ordered and ordering database. Using an August 2002 sample of the corporate portal ninemsn extensively analysed as part of a broader PhD project, this paper explores the tension between front end disorder and back end order. Its goal is to indicate how the surface forms of this site are superimposed on a machinery which orders, or perhaps disciplines, consumer activity. The ninemsn Interface The ninemsn website is typified by a dominance of written text over graphic images. It is constituted primarily by complex noun phrases (the most commonly occurring utterance type) followed by imperative formations. Less often used are statements and interrogatives. The preponderance of noun phrases is readily explained by the metafunction of these utterances as hypertext anchors. Content analyses conducted by Haas and Grams indicate a typical use of noun phrases as anchor text on websites. But it is the fact that all of the phrase types are used on the ninemsn website as hypertext which renders the distinction between utterance types redundant. Despite their different surface forms, the status of the utterances as hypertext anchors makes them similar in terms of function. All of the utterances become actionable, open to activation and engagement by the consumer, thereby challenging their function as direct commands or statements. By inviting the act of linking, hypertext presupposes that there is ‘something else’ which lies behind those pieces of text. They are, therefore, never merely utterances which can be interpreted solely at th