Overview

• On July 8, Noem posted an Instagram poll inviting followers to choose among three horseback portraits for her official South Dakota governor’s portrait.
• The timing drew backlash as Texas floodwaters had claimed over 100 lives and relief operations were underway.
• Critics linked the poll to her reputational pattern of prioritizing visual branding—dubbed “Cowgirl Barbie”—over substantive crisis leadership.
• Social media users drew parallels to earlier controversies, including her wearing a $50,000 Rolex in a Salvadoran prison, mishandled firearm use during an ICE raid, and her memoir admission of shooting her dog.
• The episode has intensified scrutiny of Noem’s tenure as Homeland Security Secretary and raised questions about her management style and emergency priorities.