China’s Horseback Heroine Death Exposes Risks of State Propaganda

Chinese state media’s celebration of a young herder who died pursuing a propaganda-fueled lifestyle has sparked outrage across the country, igniting debate about the ethics of glorifying dangerous rural practices for political gain.

Lhamao, a 19-year-old Tibetan woman from Sichuan province, gained nationwide fame after appearing in state media productions that portrayed her as a “horseback heroine” – a symbol of rural vitality and traditional values. Videos showing the teenager galloping across scenic grasslands became viral sensations on Chinese social media platforms, with state outlets praising her as an embodiment of President Xi Jinping’s vision for rural revitalization.

Last month, Lhamao died after being thrown from a horse while filming content for her social media accounts. Her death has prompted an unusual wave of public criticism directed at state media and government propaganda departments for promoting potentially hazardous activities without adequate safety considerations.

“They turned her into a propaganda tool and then abandoned her,” wrote one user on Weibo, China’s Twitter-like platform, in a comment that garnered thousands of likes before being removed by censors. Similar sentiments appeared across Chinese social media, with many questioning whether Lhamao had received proper training or safety equipment before being encouraged to perform increasingly dangerous stunts for cameras.

The controversy highlights the Chinese government’s ongoing efforts to romanticize rural lifestyles as part of broader political narratives. Under Xi Jinping’s leadership, the Communist Party has emphasized “rural revitalization” as a cornerstone policy, aiming to narrow the urban-rural divide while preserving aspects of traditional culture deemed politically valuable.

“What we’re seeing is a collision between propaganda objectives and human realities,” said Dr. Zhang Wei, a political communication expert at Hong Kong University, who spoke on condition of partial anonymity. “The state media system needs compelling visual stories that align with policy directives, but this comes with real risks for the individuals involved.”

Government censors have worked to contain the fallout, removing critical posts and directing state media to emphasize Lhamao’s love for her traditional lifestyle rather than questions about responsibility for her death. A hashtag about her passing has nonetheless accumulated over 100 million views on Weibo, with discussions continuing despite censorship efforts.

The backlash comes amid broader concerns about the exploitation of rural content creators in China’s digital economy. The country has seen an explosion of rural influencers in recent years, many showcasing idealized versions of countryside living that align with government narratives about ecological civilization and cultural heritage.

Industry analysts note that these content creators often face intense pressure to produce increasingly spectacular content to maintain visibility. For Lhamao, this reportedly meant performing more daring horseback maneuvers with minimal safety precautions.

“There’s a entire industrial chain behind these seemingly authentic rural personalities,” explained Li Xin, a digital media researcher at Beijing Normal University. “Local governments see tourism potential, tech platforms see engagement metrics, and state media sees propaganda value. The actual individuals can become secondary to these interests.”

Local officials in Lhamao’s home region had previously celebrated her as a success story for rural tourism development. Following her death, they announced plans to establish a memorial scholarship in her name, though critics argue this represents an attempt to deflect from discussions about responsibility.

The controversy has also highlighted regional disparities in China. Sichuan’s Tibetan areas remain among the country’s less developed regions, with limited economic opportunities for young people. For many like Lhamao, social media fame represents one of few paths to financial stability without migrating to distant cities.

“This tragic case should prompt reflection on how we balance cultural preservation with safety and individual welfare,” said Professor Wang Yiqing of China Communication University. “When traditional practices are repackaged for modern audiences or political narratives, we need to consider what protections are in place for those involved.”

While Chinese authorities have traditionally maintained tight control over public discourse, the persistent criticism surrounding Lhamao’s death suggests growing public skepticism toward propaganda narratives that paper over complex realities.

As one comment that briefly circulated online before being deleted put it: “We cannot sacrifice real people for beautiful stories.”