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I think what is happening is the reluctance of associating the term influencer with propagandist. The terms themselves are synonymous, influencer a little more specific, and without the added negative connotations propagandist has. If people realized “influencer” is just another term for propagandist, that may harm ad revenue. So we have “distinctions” being made, between influencers who do regular propaganda and influencers who do bad propaganda or “influencer propaganda” instead of just admitting they are all by definition propagandists.
Propaganda is the expression of opinions or actions carried out deliberately by individuals or groups with a view to influencing the opinions or actions of other individuals or groups for predetermined ends and through psychological manipulations.
Propaganda, Jacques Ellul
The mainstream media has always had a problem with just calling a lie a lie.