AQA A-Level Bengali (7637)

## Learning Outcomes

- Explain what is meant by celebrity culture in Bengali-speaking society
- Distinguish between traditional celebrity and social media influencer fame
- Compare older film- and music-based stardom with current platform-based fame
- Assess positive and negative effects of celebrities on young people
- Use relevant Bengali vocabulary to discuss fame, influence, role models, and consumer culture
- Develop balanced evaluation points for essay and discussion questions in Bengali

## AQA A-Level Bengali (7637) Syllabus

For the AQA A-Level Bengali (7637), you are expected to understand the role of celebrity in Bengali-speaking society, with a focus on the following syllabus points:

- Know that **“the role of celebrity”** sits within youth culture under the theme of aspects of Bengali-speaking society: past and current trends
- Identify the difference between traditional **সেলিব্রিটি** (selibriṭi — celebrity) and **ইনফ্লুয়েন্সার** (influensar — influencer)
- Explain how celebrities affect **ফ্যাশন** (fyashon — fashion), **জীবনযাপন** (jibonyapon — lifestyle), and **মূল্যবোধ** (mulyobod — values)
- Understand how celebrity culture has changed from cinema, music, and sport to digital and social-media fame
- Compare Bangladesh and West Bengal without assuming both contexts are identical
- Assess both positive influence, such as inspiration and awareness, and negative influence, such as consumerism, image pressure, and misinformation
- Use named examples carefully, such as major film, music, or sports figures linked to Bengali public culture

## Test Your Knowledge

_Attempt these questions before reading this article. If you find some difficult or cannot remember the answers, look more closely at that area during your revision._

1. What is the difference between a celebrity and a social media influencer?
2. How has celebrity culture in Bengali-speaking society changed over time?
3. Name two ways celebrities can influence young people positively.
4. Name two risks linked to celebrity culture and online fame.
5. Why is a balanced judgement stronger than a one-sided argument in an exam essay?

## Introduction

The role of celebrity is a useful A-Level topic because it links directly to **youth culture**, changing media habits, and the tension between **traditional values** and **modern values**. In Bengali-speaking society, public figures have long shaped taste, language, fashion, and aspiration. In the past, this influence came mainly from cinema, music, literature, and sport. Today, it also comes from Facebook, YouTube, Instagram, and short-video platforms.

For exam purposes, you need more than a list of famous names. You need to explain how fame works in society, why young people respond to it, and whether its effects are helpful or harmful. You also need to build the Bengali language needed to discuss this clearly, such as **খ্যাতি** (khyati — fame), **প্রভাব** (probhab — influence), and **আদর্শ ব্যক্তি** (adorsho byakti — role model).

> **Key Term: celebrity culture**
> The social importance given to famous people and their influence on opinions, lifestyles, taste, and public behaviour.

### Traditional celebrity in Bengali-speaking society

In earlier periods, celebrity in Bengali public life was more closely tied to recognised achievement in film, music, literature, and sport. Fame usually came through established industries and institutions. In West Bengal, film stars such as Uttam Kumar and Suchitra Sen became major parts of public culture. Their screen image influenced ideas about romance, masculinity, femininity, and class. Later figures such as Aparna Sen also became important public voices, not just performers.

In Bangladesh, film stars and musicians also held strong public influence. Figures such as Razzak, Shabana, and later Shakib Khan show how cinema shaped popular taste. In music, singers and performers could also become widely recognised public figures. In sport, major cricketers such as Shakib Al Hasan, Mashrafe Mortaza, and Tamim Iqbal became symbols of national pride and ambition.

A careful point is needed here. Some Bengali figures, such as রবীন্দ্রনাথ ঠাকুর (Robindronath Thakur — Rabindranath Tagore) or সত্যজিৎ রায় (Shotyojit Ray — Satyajit Ray), are better described as major **সাংস্কৃতিক ব্যক্তিত্ব** (sangskritik byaktitto — cultural figures) than simple celebrities. They were famous, but their importance came from deep artistic and intellectual achievement, not only public visibility.

> **Key Term: public culture**
> The shared cultural space in which famous figures influence how society thinks about identity, taste, values, and behaviour.

Traditional celebrity often felt more distant than today’s fame. Audiences saw stars in films, newspapers, concerts, or radio and television. Contact was more limited. This meant that admiration could be strong, but daily interaction was weaker than it is now with social media.

> **Test Tip:** In essays, separate **fame based on achievement** from **fame based on visibility**. This distinction helps you analyse change over time instead of just describing famous people.

### The shift to digital fame and influencer culture

Today, celebrity culture in Bengali-speaking society includes both established stars and digital creators. This is where the idea of the **ইনফ্লুয়েন্সার** (influensar — influencer) becomes important. An influencer is usually not made famous first by cinema or television. Instead, they become known through regular online content, perceived closeness to followers, and brand partnerships.

> **Key Term: influencer**
> A digital content creator whose social media following gives them power to shape tastes, opinions, and consumer choices.

This shift matters because digital fame is faster, more direct, and often more personal. A film star used to appear on a screen at selected times. An influencer appears daily in a follower’s feed. That creates a sense of intimacy or **ঘনিষ্ঠতা** (ghonishtota — closeness), even when the relationship is one-sided.

In Bangladesh, digital platforms have become central to youth communication and public discussion. This has helped online personalities gain influence in fashion, humour, beauty, language use, and opinion. In West Bengal, evidence is stronger for long-standing star culture in cinema and public events, but digital culture is also growing in importance.

Platform-based fame also changes what young people admire. In the past, success often looked exceptional and distant. Today, online fame can look ordinary and achievable. A young person may think: “If they can become famous from everyday videos, maybe I can too.” This can be motivating, but it can also encourage shallow ideas of success.

Important Bengali vocabulary for this shift includes **সামাজিক যোগাযোগমাধ্যম** (samajik jogajogmadhyom — social media), **অনুসারী** (onusari — follower), **ভাবমূর্তি** (bhabmurti — public image), and **ভাইরাল হওয়া** (bhairal howa — to go viral).

### Positive effects of celebrity influence

Celebrity influence is not automatically harmful. Many celebrities act as **আদর্শ ব্যক্তি** (adorsho byakti — role model) for young people. They can encourage hard work, discipline, creativity, and ambition. A successful cricketer may inspire fitness and persistence. A respected actor or writer may increase interest in culture and language. A socially engaged public figure may raise awareness of education, health, or women’s rights.

> **Key Term: role model**
> A person whose behaviour, achievements, or values are admired and copied by others.

Celebrities can also support charity and awareness campaigns. In Bengali-speaking contexts, public figures often appear in messaging around health, education, or social welfare. Even fictional role models in Bengali-language media have shaped public understanding of child rights and girls’ education. This shows that influence in public culture is not limited to entertainment.

Another positive point is language and cultural visibility. Famous Bengali actors, singers, directors, and writers can help keep **বাংলা ভাষা** (Bangla bhasha — Bengali language) visible and respected in public life. This is especially useful when young people are surrounded by global English-language media. Celebrity can make local culture seem relevant and current.

Digital figures may also appear more accessible than older stars. Their use of everyday Bengali or mixed language can make communication feel natural to young audiences. This can strengthen identification, though it may also raise questions about standards of language.

### Negative effects: consumerism, image pressure, and misinformation

The strongest essays do not idealise celebrity culture. It can also encourage **ভোগবাদ** (bhogbad — consumerism), where identity becomes tied to brands, appearance, and display. Young followers may feel pressure to copy clothing, beauty products, gadgets, or lifestyles they cannot afford.

> **Key Term: consumerism**
> A focus on buying goods and presenting status through products, brands, and lifestyle display.

Image pressure is another major issue. Celebrity culture often promotes unrealistic beauty standards. Social media intensifies this because images are constant, edited, and publicly judged. Research linked to Bangladesh and Kolkata suggests that online culture can shape body image concerns, especially among girls and young women. The safest exam phrasing is that celebrity and platform culture **can shape** or **may intensify** these pressures.

Mental health is another concern. If success is measured by beauty, luxury, or attention, many young people may feel inadequate. Online comparison can produce **হীনম্মন্যতা** (hinomonyota — inferiority) or anxiety. The pressure to appear successful can become more important than real achievement.

A further risk is misinformation. When celebrities or influencers comment on politics, health, or social issues, followers may trust them too quickly. This is especially risky on fast-moving digital platforms where emotional reactions spread more quickly than careful analysis.

> **Test Tip:** Avoid overclaiming. Say celebrities **can influence**, **may encourage**, or **are associated with** certain attitudes unless the evidence is directly causal.

### A balanced comparison: Bangladesh and West Bengal

A useful exam approach is comparison with caution. Bangladesh provides clearer examples of digital youth culture and growing platform-based fame. West Bengal provides stronger examples of cinema-based stardom and long-established public culture around Bengali film and cultural life. Both contexts share celebrity influence, but not in exactly the same form.

In Bangladesh, celebrity often connects strongly to cricket, television, film, and online platforms. In West Bengal, fame may still carry a stronger link to cinema, cultural prestige, festival visibility, and public intellectual life. In both places, however, young people respond to a mix of admiration, imitation, aspiration, and media pressure.

The best judgement is therefore qualified. Celebrity is neither wholly positive nor wholly negative. Its social effect depends on the kind of celebrity, the platform they use, the values they promote, and the media literacy of the audience. A disciplined athlete, a thoughtful actor, and a click-driven influencer do not shape society in the same way.

### Bengali Language Toolkit

#### Topic vocabulary

| Bengali script        | Transliteration        | English            |
| --------------------- | ---------------------- | ------------------ |
| সেলিব্রিটি            | selibriṭi              | celebrity          |
| খ্যাতি                | khyati                 | fame               |
| প্রভাব                | probhab                | influence          |
| আদর্শ ব্যক্তি         | adorsho byakti         | role model         |
| জনসম্মুখের ভাবমূর্তি  | jonsommukher bhabmurti | public image       |
| অনুসারী               | onusari                | follower           |
| সামাজিক যোগাযোগমাধ্যম | samajik jogajogmadhyom | social media       |
| ইনফ্লুয়েন্সার        | influensar             | influencer         |
| তারকাখ্যাতি           | tarokakhyati           | stardom            |
| তরুণ প্রজন্ম          | torun projonmo         | younger generation |
| ফ্যাশন                | fyashon                | fashion            |
| জীবনযাপন              | jibonyapon             | lifestyle          |
| মূল্যবোধ              | mulyobod               | values             |
| ভোগবাদ                | bhogbad                | consumerism        |
| সচেতনতা               | sochetonota            | awareness          |
| অনুকরণ করা            | onukoron kora          | to imitate         |
| প্রেরণা দেওয়া        | prerona deoya          | to inspire         |
| মানসিক চাপ            | manoshik chap          | mental pressure    |
| শরীরী ভাবমূর্তি       | shoriri bhabmurti      | body image         |
| জনসংস্কৃতি            | jonosongskriti         | public culture     |

#### Complex sentence patterns

1. যদিও অনেক সেলিব্রিটি তরুণদের অনুপ্রাণিত করেন, তবু তাঁদের প্রভাব সবসময় ইতিবাচক নয়।  
   Although many celebrities inspire young people, their influence is not always positive.

2. যে সেলিব্রিটি সমাজসেবামূলক কাজ করেন, তাঁরা সাধারণত বেশি সম্মান পান।  
   Celebrities who do social service usually receive more respect.

3. সামাজিক যোগাযোগমাধ্যম যত জনপ্রিয় হচ্ছে, সেলিব্রিটিদের প্রভাব তত বাড়ছে।  
   The more popular social media becomes, the more celebrity influence grows.

4. যদি তরুণরা সমালোচনামূলকভাবে মিডিয়া ব্যবহার করে, তাহলে সেলিব্রিটিদের নেতিবাচক প্রভাব কমতে পারে।  
   If young people use media critically, the negative influence of celebrities may decrease.

5. আমার মতে, ঐতিহ্যগত তারকাখ্যাতি আর ডিজিটাল খ্যাতি এক নয়, কারণ দুটির ভিত্তি আলাদা।  
   In my opinion, traditional stardom and digital fame are not the same, because their basis is different.

6. অনেকেই মনে করেন যে সেলিব্রিটিরা শুধু বিনোদন দেন, কিন্তু বাস্তবে তাঁরা জনমতও প্রভাবিত করেন।  
   Many people think celebrities only entertain, but in reality they also influence public opinion.

7. কেউ যদি শুধু বাহ্যিক চাকচিক্য অনুসরণ করে, তবে সে প্রকৃত মূল্যবোধ থেকে দূরে সরে যেতে পারে।  
   If someone follows only outward glamour, they may move away from real values.

#### Opinion and argument phrases

- আমার দৃষ্টিতে — in my view
- আমি দৃঢ়ভাবে মনে করি — I strongly believe
- একদিকে..., অন্যদিকে... — on the one hand..., on the other hand...
- এ কথা অস্বীকার করা যায় না যে... — it cannot be denied that...
- শেষ পর্যন্ত বলা যায় যে... — ultimately, it can be said that...

## Key Point Checklist

_This article has covered the following key knowledge points:_

- The role of celebrity is part of youth culture in the AQA A-Level Bengali specification
- Celebrity culture in Bengali-speaking society has moved from mainly film-, music-, and sport-based fame to a mixed digital system
- Traditional celebrity was often linked to cinema, music, literature, and public prestige
- Influencers are different from traditional celebrities because their fame is platform-based and built through social media visibility
- West Bengal offers strong examples of historic cinema and public culture
- Bangladesh offers strong examples of digital youth culture and platform-based influence
- Celebrities can act as role models and raise awareness of social issues
- Celebrity culture can also encourage consumerism, imitation, and unrealistic beauty standards
- Online fame can intensify pressure, comparison, and misinformation
- A balanced judgement is stronger than simple praise or simple criticism
- The effect of celebrity depends on the figure, the platform, the audience, and the values promoted
- In essays, careful comparison and precise Bengali vocabulary help secure stronger AO3 and AO4 performance

## Key Terms and Concepts

- celebrity culture
- public culture
- influencer
- role model
- consumerism


Aspects of Bengali-speaking society: past and current trends - The role of celebrity