[noun] + というか + [noun] + というか [na-adj] + というか + [na-adj] + というか [i-adj] + というか + [i-adj] + というか [verb (plain)] + というか + [verb (plain)] + というか
というか~というか offers two words for something and settles on neither: "X, or maybe Y – I can't quite say". Each というか goes straight after a plain-form word; a noun or な-adjective takes no だ. The sentence then usually gives an overall impression, or admits the thing is hard to put into words.
The two words describe one impression from two angles, and they can be different parts of speech. A third というか can be added.
A single というか corrects what you just said: "or rather". The doubled pattern does not correct anything; it keeps both words in play.
というか~というか is spoken Japanese and fits casual and polite conversation alike. In formal speech it becomes といいますか; in writing the same hesitation is といおうか.