Weird, this gives false choices. (Or I've missed the discussion of propaganda.) Massively-funded propaganda specifically promotes things like "Beliefs as self-image constructors" and "Beliefs as tools of social bonding".
Now propaganda makes it onto mass social media campaigns. Techniques include propagandizing "nudging" 'social influencers' who are hubs of social bonding and information. The US is known to use celebrities in their Twitter campaigns targeting the Middle East. Can you speak more about what literature you are aware of?
Many like the BBC documentary "The Century Of The Self", on the origins of modern PR. (Easy to find online.) Nowadays of course, the field is way more advanced.
Noam Chomsky's done well-known work in this area. His books are dry, but he gives enjoyable talks, zillions of which are on youtube. For example: (https://www.youtube.com/watch?v=9RPKH6BVcoM)