Political messages often come from ostensibly small, independent outlets now - outlets whose incentives are no better than those of governments.
A show might be hosted by a couple teenagers in hoodies, but if the hosts are audience-captured, or supported by powerful interests, or just hold strong, irrational views, it's still just bad propaganda.
the corporations or algorithms are not really under democratic control
That is true. Social media is democratic only to a point. If it were truly representative of the general public, it might be an improvement (or less sensational, at least).
Re: small creators. There are many creators who seem small - like Joe Rogan - but actually operate on a scale that places intense pressures on them. People tend to give more trust to 'influencers' than they should because they seem relatable.
Political messages often come from ostensibly small, independent outlets now - outlets whose incentives are no better than those of governments.
A show might be hosted by a couple teenagers in hoodies, but if the hosts are audience-captured, or supported by powerful interests, or just hold strong, irrational views, it's still just bad propaganda.