This article elaborates a theoretical case for considering new media as productive power, viewing web interfaces as both reflecting and reinforcing social logics. It then details an analytic method for websites – discursive interface analysis – which examines functionalities, menu options, and page layouts for the structures at work within them. The piece concludes with a short, illustrative examination of several official media company websites, articulating the productive constraints of their interfaces and the norms that they construct. Ultimately, the essay offers a tool for the new media research kit to improve our understanding of how norms for technologies and their users are produced and with what implications.