Who do you blame for our infatuation with celebrities?

What would our society be like if we were as infatuated with teachers, scientists, heros, etc as much as we are with Britney Spears? Do you think WE are to blame for our own infatuation with celebrities or do you think the media is to blame? The thing is, the media is going to report on things we're all interested in. But it's a chicken and egg scenario - we're interested because the media is reporting on these celebutants while the media would say , we're reporting because you're interested....so which came first? What can be done to bring more attention to REAL heros instead of celebrities? I have no problem with celebrities. But let's face it....they are famous for doing their simple job which is to pretend to be something else (actors), or sing (musicians). It's not rocket science. Actors simply are good are pretending to be another person, plain and simple. So why do we idolize them like they've cured cancer or something?