it's not (just) the media. It's human nature: you offer something sufficiently remarkable (in the sense that it invites a remark from people, whether positive or negative) and the remarks raise awareness which drive more remarks. A certain percentage of people think it's interesting/good and try it. It's the same principle behind populists saying outrageous things. The media amplifies it, but it happens even without media. You and I are a part of it right now, by commenting on this thread.