Md. Bazlur Rashid

In recent years, the transformative power of celebrity culture has gained significant traction in Bangladesh, as it has worldwide. Celebrities from the entertainment industry, sports, and social media are not just figures of admiration, but they also influence public perceptions of success, beauty, and morality. As more people look to celebrities for inspiration, their behaviours and lifestyles are reshaping social norms and values, fundamentally altering how individuals view themselves and others. This profound phenomenon in Bangladesh has far-reaching effects on everything from beauty standards to moral judgments, influencing the everyday decisions of people, especially the youth.

With the expansion of media and technology, especially the proliferation of social media platforms like Facebook, Instagram, and TikTok, Bangladeshi celebrities have gained unprecedented visibility and reach. What once was confined to television or print media has now exploded into a multi-platform presence where celebrities can interact directly with their fans. This growing access to celebrities' lives, combined with their endorsement of various products, opinions, and causes, has given them a powerful platform to shape societal attitudes. The role of social media in amplifying their influence cannot be overstated.

Television and film stars have traditionally held the spotlight in Bangladesh, with actors and actresses like Shakib Khan and Apu Biswas and singers like Tahsan Rahman Khan and Runa Laila, highly regarded figures. Sports personalities like cricketers Shakib Al Hasan and Tamim Iqbal also command widespread respect and admiration. More recently, social media influencers have emerged as new-age celebrities who can reach millions of followers instantly. These celebrities entertain and create new ideas about what it means to be successful, beautiful, or morally upright.

One of the most notable impacts of celebrity culture in Bangladesh is how it has redefined success. Traditional notions of success in Bangladesh were often centred around education, stable employment, and family reputation. However, with the rise of celebrity influence, many people, particularly the youth, now aspire to fame, glamour, and wealth as markers of success.

Celebrities are often seen living luxurious lifestyles, travelling the world, and displaying material wealth, which can lead to a shift in societal priorities. Instead of focusing on academic or professional achievements, some individuals prioritise the pursuit of fame or financial gain through non-traditional means. For example, young people may be more interested in becoming influencers or actors than pursuing traditional medical, law, or engineering careers.

This changing perception of success has both positive and negative implications. On the one hand, it has inspired creativity and entrepreneurial spirit among the youth, who now see alternative paths to success beyond conventional careers. On the other hand, the intense focus on celebrity lifestyles can sometimes lead to unrealistic expectations, fostering frustration when those goals are not easily attainable.

The influence of celebrities on beauty standards is perhaps one of the most visible effects of celebrity culture in Bangladesh. From glamorous actresses and models to well-groomed male celebrities, the portrayal of beauty by celebrities has significantly altered societal expectations of physical appearance.

Bangladeshi celebrities, often influenced by Western beauty ideals, showcase certain body types, skin tones, and fashion trends that set the bar for what is considered attractive. Fair skin, a slender figure, and designer clothing have become aspirational features, mainly due to their constant depiction in media and social platforms. As a result, many young people, particularly women, feel pressured to conform to these standards, often resorting to beauty products, cosmetic procedures, or strict diets to meet these ideals.

Promoting fairness creams, weight loss supplements, and fashion trends by celebrities amplifies these beauty ideals. For instance, numerous actresses endorse skin-lightening products, reinforcing the country's long-standing social preference for fair skin. Moreover, the "Instagram look," which emphasises makeup and fashion trends often influenced by global beauty icons, further distances people from traditional concepts of beauty that celebrate natural and diverse appearances.

While this shift has led to the flourishing of the beauty and fashion industries, it has also introduced challenges related to self-esteem, body image issues, and mental health. For many, especially young girls and women, the constant comparison to celebrity images can lead to dissatisfaction with their bodies and appearances.

Beyond beauty and success, Bangladeshi celebrities also play a significant role in shaping public perceptions of morality and acceptable behaviour. Celebrities' lives, from romantic relationships to philanthropic endeavours, are constantly scrutinised. How they navigate their private and public lives often sets examples for what society deems morally right or wrong.

For instance, when celebrities engage in charitable activities or support social causes, they are often celebrated and seen as role models for positive behaviour. Many celebrities in Bangladesh have been involved in humanitarian work, from advocating for education to raising awareness about climate change or supporting disaster relief efforts. Such actions contribute to normalising social responsibility and inspire fans to engage in similar endeavours.

However, the personal scandals and controversies surrounding celebrities can also have the opposite effect. When famous individuals are involved in affairs, divorces, or other ethically questionable activities, these actions can sometimes normalise such behaviours within society. While some people may condemn these actions, others may view them as acceptable or aspirational, leading to a subtle shift in social norms.

For example, the publicised romantic relationships and divorces of some celebrities have sparked discussions about love, marriage, and fidelity in Bangladesh. In a traditionally conservative society, such high-profile incidents have made once-taboo topics more open for public discourse. As a result, ideas surrounding marriage, gender roles, and relationships have gradually shifted, with more people questioning rigid societal expectations.

Social media has dramatically increased the influence of celebrities in Bangladesh, allowing them to interact with their followers directly. Platforms like Facebook, Instagram, and TikTok enable celebrities to cultivate personal brands, share opinions, and showcase their lifestyles in ways that traditional media cannot.

This direct connection has also given rise to the "influencer" culture, where individuals with large followings can shape public opinion on everything from fashion trends to political issues. The boundaries between traditional celebrities and social media influencers have blurred, with many influencers attaining the same influence as established stars.

Social media also plays a crucial role in amplifying the voices of celebrities who engage in social activism. From promoting mental health awareness to speaking out against gender-based violence, celebrities often use their platforms to highlight critical social issues. This raises awareness and can lead to tangible societal attitudes and behaviour changes.

In Bangladesh, the growing influence of celebrity culture has significantly reshaped social norms and values. Celebrities in entertainment, sports, and social media are now key figures in defining success, beauty, and morality. Their impact on public perceptions is far-reaching, influencing everything from career aspirations to body image and shaping how people navigate personal relationships and ethical dilemmas.

While celebrities' influence can have positive effects, such as inspiring social responsibility and creativity, it can also contribute to unrealistic expectations and a shift away from traditional values. As celebrity culture continues to evolve in Bangladesh, it will remain a powerful force in shaping its social fabric, with opportunities and challenges for future generations.

The writer is an Associate Professor and the head of the Department of Sociology at Tejgaon College, Dhaka.