This "egging on" has been going on throughout the centuries, and has mainly been getting more centralized. Nowadays most people seem reasonably decent, but when exposed to a repeated message of "social consensus" will still generally support going to war against a foreign country.

The novelty is that violence is now being mobilized against subcultures within larger society, rather than comfortably against foreign cultures in far off lands. What we're witnessing is the democratization of media-incited violence, from the general democratizing aspect of social media.

Previously, the privilege was reserved for large corporations that paid the traditional media big bucks to support their massive wars. Now individuals can invest sweat equity in a microcult to accomplish the same on a small scale. And the reason we keep hearing so much about it is that the incumbent gatekeepers are not happy about the competition!