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High profile equestrians set an example for equestrian culture as well as public perception of horse sports. The present instrumental case study considers two incidents shared across social media. One is a dressage session featuring an elite equestrian striking at a horse 24 times with a long whip during a two-minute video. The second scenario shows a high-profile rider whipping and spurring a horse for a jump refusal during an international showjumping competition. We collected (and anonymised) 416 social media responses from a performance horse welfare equestrian group, general horse welfare advocacy groups, and public comments on the case videos. Using discourse analysis, we aimed to examine: (1) how individuals respond to the potentially welfare-compromising actions of high-profile equestrians; (2) what the responses tell us about people's attitudes towards performance horses and their welfare; and (3) what we can learn about the social construction of animal welfare. Two polarised discourses encompassing the topics of the equestrians, the horse, the practice, and the industry are described. Findings demonstrate how enculturated practices and attitudes may prompt moral disengagement from potential horse welfare issues. We suggest that tribalism between those who support the horse training practices observed and other members of society may underpin the observed polarisation of views on horse welfare. Furthermore, this case study provides insight into the social construction of animal welfare in a social media setting. Consideration of these findings brings important insight into the sociocultural barriers and opportunities for the promotion of improved animal welfare.