ABSTRACT Bride price in China, the groom-to-bride monetary transfer, generally falls into realms of sociology and cultural studies, with the media perspective less explored, particularly when it concerns the state media which steers China's media system. In light of this, this study collected state media Weibo posts and made a content analysis of the representation of bride price with Wodak's discourse-historical approach. The social underpinnings and implications of such representation are also examined. Results reveal a general negation of the practice. It is linked to crimes and categorized as an outmoded custom that burdens men, and low/no bride price is advocated. These representations, although in alignment with Beijing's anti-high-bride-price agenda, remain androcentric. The study helps unravel the interplay among state power, gender ideology, and media representation in contemporary China, and offers insights on how patriarchy is perpetuated in official discourse. It also illuminates how government agendas are legitimized and strengthened in everyday texts on social media in the Chinese sociopolitical matrix.