I totally agree that there are always incentives at play! I'm not even trying to make the claim that they're worse, although I do believe that.
One of the new incentives more at play with modern media is using a sense of social visibility, community, and belonging as a reward. Well sometimes true, I think that for the most part it is false or at least very shallow.
Someone shouting at or praising a book, newspaper, or TV rarely felt like they were part of something bigger and making a difference.
New Media enables these feelings in a way that I think is exaggerated, and leads to a different type of pathological Behavior.
To take an example, I think that some people, on some level, feel that posting some mundane comment about superconductivity makes them feel more part of the science, history, and Society. It is a subtle satisfaction of a need to validate ones on existence. I know this all sounds very Freudian, and it probably is. But my central objection is that this gratification is just a new form of junk food for the mind, leaving people malnourished and ultimately dissatisfied.
It's basically a psychological trap, like someone satisfying their need to learn with a tweet instead of reading a book. Not everything needs to be a book, but some people trick themselves into thinking they're a scholar after reading a tweet.