Why are the famous more famous

I often wonder what makes the famous people more famous!! Is it the media or the people who patronise the media? Afterall, without patrons, media would have been preaching and reaching out to empty souls! Why doesn't media find it to be their responsibility to highlight people and their work that isn't very flamboyant? It' time that media move beyond creating story lines on filmstars or fashionable business tycoons and focus on that common man who might be trying to do his best to contribute to the society.