This article investigates how a key frame of interaction establishes and reinforces gendered social relations within a given culture. It analyzes how the concept of the freier (roughly glossed as "sucker") is used in Israel, interpersonally and via the mass media, to demonstrate how gender is constructed through communication and inextricably bound to the specific cultural context in which it is located. This work exposes how the frame reinforces the underlying dynamics of gender inequality in society, examines the oppositional ways in which it is employed by women, and argues that its use in any form further entrenches the social bias. The article calls for analyses of discourse focusing on nondominant groups, within their specific cultural context, in order to examine the practical distribution of power in society.This work is a critical analysis of the gendered implications of a particular cultural symbol that frames many types of local interaction. The purpose of this article is to examine from a communication perspective, how gender is constructed through discourse and inextricably bound to the specific cultural context in which it is located. Although our focus here is on gender, many of the implications are also valid for other nondominant social groups.The concept of the freier is used here as a case study to illustrate how a key cultural frame further entrenches women in their secondary status in Israeli society. The term freier, or its marked female form, freierit, can be roughly glossed as "sucker" in English. It is so commonly used in daily speech and in the mass media, and so often referred to at all levels of society, that it has frequently been said to represent the very opposite of what it means to "be Israeli." As such, it is a key component in the cultural identity of the members of this society. The freier Linda-Renée Bloch (PhD, University of Texas) is a lecturer at Bar-Ilan University. Dafna Lemish (PhD, Ohio State University) is chair of the Department of Communication, Tel-Aviv University. Please direct correspondence to the second author: Dafna Lemish, Chair, Department of Communication, Tel-Aviv University, P.O.B. 39040 Ramat Aviv, Tel-Aviv 69978, Israel; email: lemish@post.tau.ac.il. The first author would like to acknowledge the students in several seminar classes at Tel-Aviv University, Sapir College, and Bar-Ilan University, whose observations and help in collecting material were invaluable as a source of insight for this work.