Framerather

Framerather is a term used in contemporary media theory to describe a design and interpretive approach in which framing of information is treated as the central object of analysis and creation. The concept characterizes works that foreground the conditions of reception—choice of camera angle, sequence, interface, or narration—so that what audiences interpret is inseparable from how the content is framed. The term is a portmanteau of frame and rather and is considered a neologism that emerged in scholarly discussions of digital and cinematic media in the early 2020s. It is typically used to discuss experiments where framing decisions guide meaning more than explicit content.

In practice, framerather appears in experimental film, interactive installations, and user interfaces that deliberately reveal and manipulate framing cues such as vantage point, temporal sequencing, framing devices, or meta-narration. Proponents argue that it highlights the active role of producers in shaping interpretation and can reveal biases embedded in presentation. Critics contend that the term can be diffuse or overly broad, making it difficult to measure or compare across works, and warn against overemphasizing form at the expense of content.

Related concepts include framing effect, frame analysis, meta-narrative, and audience reception studies. While not widely standardized, framerather serves as a descriptive label for projects that prioritize framing as a core strategic element rather than a peripheral feature.