Between Myth and Reality: Examining Mosuo Society’s Portrayal in Digital Spaces

Lugu Lake in Yunnan, China, celebrated for its breathtaking beauty, has been a soughtafter destination for tourists for many years. This influx of visitors has brought significant attention to the local inhabitants, who have a unique matrilineal culture. The Moso Museum, a private institution founded by two Mosuo village leaders, has played a pivotal role in promoting this culture to a wider audience. The museum primarily promotes itself on RED, a platform popular among young women in first and second-tier cities. Although the museum seems to offer valuable insights into Mosuo culture, there’s an underlying question of whether it represents this culture holistically. It frequently highlights the term “母系” (matrilineal) in its posts, and this situation also exposes the illusion of a matriarchal utopia and feminist haven crafted to attract tourists. This paper employs content analysis to examine posts about Mosuo on RED, primarily focusing on the account “摩梭人博物馆 (The Mosuo Museum)”. The museum aims to educate visitors about the true nature of Mosuo culture. Despite its growing recognition, it is notable that the museum’s leadership and principal staff, including the curators, the secretary, and the guides, are predominantly male. Women at the museum typically hold roles such as housekeepers, volunteers, and social media operation team members. This raises another question: Has the Mosuo truly achieved “gender equality” as they claim, and how are women represented in their society?