"I know I'm a freierit, but ...": How a key cultural frame (en)genders a discourse of inequality

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.