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–The DVD format has emerged as the dominant digital means of repackaging films for home consumption. In this essay, we theorize this new viewing experience and identify some of the challenges it poses for the media critic. We argue that the additional material DVDs typically offer, coupled with the format's interactivity, constitute a rhetorically powerful means of directing the consumer's viewing experience and protecting the commercial viability of the product. To illustrate, we offer a critical analysis of the DVD release of the controversial film Fight Club. Our analysis suggests that Fight Club's DVD “extra text” dissuades the viewer from acknowledging the film's homoerotic elements as representing homosexual experience.
Brookey et al. (Fri,) studied this question.