You make it sound like the 'current trend' is a new phenomenon, but before the rise of Facebook newspaper and TV companies were self-policing and it was essentially impossible to publish a message to millions of people without going through some sort of editorial filter.
The new trend is that someone with a few thousand dollars can tell 10 million people that the Pope has endorsed a particular politician and a million people will believe it. I'd like to think that we are not so easily influenced, but then I find myself clicking on a screenshot I created just 30 seconds earlier and I realise the human brain just isn't designed to be constantly alert to fakery.