feature vs. are featured


I have recently come across the sentence:

Libraries and librarians sometimes feature in popular culture – movies, television, comics, music, fashion.

Why did the author use Active instead of Passive Voice in the sentence? According to Cambridge Dictionary ‘to feature’ means ‘to include someone as in important part.’ In other words, libraries and librarians are sometimes included in popular culture.
Please could you explain.

Both are possible
… feature in
… are featured in

The writer has chosen the ‘neater’ most fluent option.

Thank you, Bev!

The verb ‘feature’ is intransitively used here. There is no external factor/agent apparently behind them.