In Pakistan, celebrity culture has undergone a seismic shift in the digital age, propelled by the rise of social media platforms, changing societal values, and the democratization of fame. From the traditional glamour of Lollywood and television to the instant stardom of TikTok and Instagram, the ways in which celebrities are created, consumed, and critiqued have transformed dramatically. This article explores the evolution of celebrity culture in Pakistan, examining the impact of digital platforms, the interplay of cultural norms, the role of fandoms, and the challenges of navigating fame in a polarized and rapidly changing society.
The Evolution of Celebrity in Pakistan
Historically, Pakistan’s celebrity culture was rooted in cinema, television, and music. The 1960s and 1970s marked the golden era of Lollywood, with stars like Noor Jehan, Waheed Murad, and Zeba commanding near-mythical status. Television dramas in the 1980s and 1990s introduced actors like Marina Khan and Shafi Muhammad, whose performances in iconic serials resonated with family-oriented audiences. These celebrities were distant figures, their personas carefully curated by studios, producers, and state-controlled media like PTV.
The digital age has shattered this exclusivity. Platforms like YouTube, Instagram, TikTok, and X have democratized fame, enabling anyone with a smartphone to become a celebrity. By 2024, Pakistan had over 80 million internet users, with 50 million active on social media, according to DataReportal. This connectivity has birthed a new breed of celebrities: influencers, vloggers, and content creators who bypass traditional gatekeepers. Figures like Ducky Bhai, a YouTuber with over 7 million subscribers, and Jannat Mirza, Pakistan’s TikTok queen with 25 million followers, exemplify this shift, amassing followings that rival or surpass traditional stars.
The Power of Social Media
Social media has redefined how celebrities engage with audiences. Unlike the one-way communication of television or film, platforms like Instagram and X foster direct, real-time interaction. Celebrities post personal updates, respond to fans, and share behind-the-scenes content, creating an illusion of accessibility. For instance, Mahira Khan, a leading actress, uses Instagram to share glimpses of her life, from film promotions to humanitarian work, cultivating a relatable persona that resonates with her 10 million followers.
This accessibility, however, comes with heightened scrutiny. X posts often highlight the polarized nature of public reactions, where celebrities are simultaneously idolized and criticized. When actress Hania Aamir faced backlash in 2023 for a perceived “insensitive” post about street harassment, the ensuing X storm underscored how digital platforms amplify both praise and outrage. The immediacy of social media demands constant content creation, forcing celebrities to navigate a fine line between authenticity and controversy.
TikTok, in particular, has revolutionized celebrity culture by prioritizing raw, unpolished content. Unlike the polished aesthetics of Instagram, TikTok’s algorithm rewards creativity and relatability, enabling rural and middle-class creators to gain prominence. Stars like Zulqarnain Sikandar, who rose from small-town obscurity to millions of followers with comedic skits, reflect how TikTok has broadened the demographic of fame. However, the platform’s accessibility also fuels oversaturation, with countless aspiring influencers vying for attention in a crowded digital space.
Cultural Norms and the Celebrity Paradox
Pakistan’s celebrity culture operates within a complex web of cultural and religious norms. The country’s conservative ethos, rooted in Islamic values and traditional gender roles, often clashes with the liberal, globalized aesthetics of digital fame. Female celebrities, in particular, face intense scrutiny over their clothing, behavior, and personal lives. Actresses like Mehwish Hayat and Saba Qamar have been trolled on X for “bold” roles or outfits, with critics accusing them of undermining cultural values. Male celebrities, while less scrutinized, are not immune, as seen in the backlash against singer Ali Zafar during his 2018 #MeToo controversy.
This paradox—celebrities as both cultural icons and targets of moral policing—shapes their digital strategies. Many adopt a cautious approach, aligning content with societal expectations. For example, influencer Romaisa Khan emphasizes modesty in her TikTok videos, blending modern aesthetics with traditional values to appeal to a broad audience. Others, like model Nadia Hussain, use their platforms to challenge norms, advocating for women’s empowerment and body positivity, though such stances often invite backlash.
The tension between global and local identities is another defining feature. Pakistani celebrities increasingly draw inspiration from Bollywood and Hollywood, adopting Western fashion or collaborating with international brands. Yet, they must navigate accusations of “Westernization” from conservative audiences. Actress Ayeza Khan, with 14 million Instagram followers, balances global appeal with local resonance by promoting Pakistani designers and sharing family-oriented content, reflecting the delicate dance of cultural authenticity in the digital age.
The Role of Fandoms and Digital Tribes
Fandoms have become a cornerstone of Pakistan’s celebrity culture, amplified by social media’s ability to foster communities. Fans organize on X, Instagram, and WhatsApp to defend their idols, promote their work, and counter criticism. The fandom of Imran Khan’s wife, Bushra Bibi, for instance, actively engages on X to shape her public image, countering political narratives with supportive hashtags. Similarly, fans of cricketer Babar Azam, Pakistan’s sporting icon, flood social media with praise during matches, turning him into a cultural phenomenon.
These digital tribes wield significant influence, but they also fuel polarization. Rival fandoms, such as those of Mahira Khan and Mehwish Hayat, often engage in online spats, with X posts escalating personal preferences into cultural debates. This tribalism reflects Pakistan’s broader societal divides—urban vs. rural, liberal vs. conservative, elite vs. middle-class—making celebrity culture a microcosm of national identity struggles.
Monetization and the Business of Fame
The digital age has transformed celebrity into a lucrative industry. Influencers and traditional celebrities alike monetize their platforms through brand endorsements, sponsored posts, and merchandise. Pakistan’s influencer market is projected to reach $100 million by 2025, per a 2023 report by Influencer Marketing Hub. Top influencers like Irfan Junejo charge up to $5,000 per sponsored post, while actors like Fawad Khan leverage their fame for high-value brand deals with companies like Pepsi and Oppo.
However, monetization comes with ethical dilemmas. The pressure to secure sponsorships can lead to inauthentic content, eroding trust. In 2024, influencer Sham Idrees faced backlash for promoting a dubious health product, with X users calling out the lack of transparency. Regulatory gaps exacerbate the issue, as Pakistan lacks a robust framework for influencer marketing, unlike markets in the UAE or India.
Traditional celebrities also face challenges adapting to digital monetization. While actors like Humayun Saeed maintain relevance through Instagram partnerships, others struggle to compete with influencers who dominate short-form content. The shift has sparked debates about the “devaluation” of artistry, with veterans like Bushra Ansari lamenting the prioritization of follower counts over talent.
Challenges of Digital Stardom
The digital age has made fame more accessible but also more precarious. Celebrities face relentless pressure to stay relevant, producing content at a breakneck pace to satisfy algorithms and audiences. This grind takes a toll on mental health, with influencers like Ducky Bhai openly discussing burnout and anxiety in 2023 vlogs. The lack of privacy is another challenge, as personal lives are dissected online. Actress Sajal Aly’s 2022 divorce became fodder for X debates, illustrating how digital fame blurs the line between public and private.
Cyberbullying and trolling are pervasive. Female celebrities, in particular, endure vicious attacks, from body-shaming to character assassination. A 2024 study by the Digital Rights Foundation found that 60% of Pakistani women in the public eye face online harassment, with minimal legal recourse. The government’s 2020 Prevention of Electronic Crimes Act has been criticized for selective enforcement, often targeting critics rather than trolls.
Political polarization adds another layer of complexity. Celebrities who express political views risk alienating fans or facing state backlash. Actor Hamza Ali Abbasi’s vocal support for PTI led to both adoration and vilification, with X posts accusing him of bias. During the 2024 elections, celebrities like Osman Khalid Butt faced pressure to take sides, highlighting the fraught intersection of fame and politics.
The Future of Celebrity Culture
As Pakistan’s digital landscape evolves, so too will its celebrity culture. Emerging technologies like AI and virtual reality could redefine stardom, enabling virtual influencers or immersive fan experiences. The rise of regional content creators, particularly in Sindhi, Balochi, and Pashto, signals a shift toward linguistic diversity, challenging the Urdu-Punjabi dominance of mainstream media. Platforms like SnackVideo and Likee, which cater to tier-2 and tier-3 cities, are already amplifying voices from marginalized regions.
However, sustaining this culture requires addressing systemic issues. Stronger digital regulations could curb harassment and ensure ethical monetization, while media literacy programs could empower audiences to navigate misinformation and toxic fandoms. Celebrities, too, must adapt, balancing authenticity with responsibility in a society where their influence shapes cultural and political narratives.
Pakistan’s celebrity culture in the digital age is a vibrant, chaotic tapestry of opportunity and challenge. Social media has democratized fame, empowering a new generation of creators while reshaping how traditional stars engage with audiences. Yet, the pressures of cultural norms, online scrutiny, and political divides create a high-stakes environment where stardom is both a privilege and a burden. As Pakistan scrolls through this era, its celebrities—whether born in studios or on smartphones—will continue to reflect and redefine the nation’s aspirations, struggles, and identity.
