I think the whole "Fake News" is the start of a new thing. What has happened is that traditional media failed to manufacture consent like it was supposed to. It surely wasn't for the lack of trying. They were passing debate questions to their favorite candidate, claiming reading leaked document is only legal for the media and so on. So they really tried, failed, and everyone noticed.
That in effect, created a vacuum in that market. That is the market of "pay us a lots of money and we'll persuade millions of people to accept whatever ideology, products, ideas you want". It is good for selling trinkets, but also good for electing officials and so on.
Notice how quickly (and smartly) both Google and Facebook jumped in:
https://www.nytimes.com/2017/01/25/technology/google-faceboo...
Now it has to be wrapped officially in "We are saving those poor uneducated slobs from being told lizard people run the government" and so on, but I think the message has to be read between the lines.