It's politics driven by access journalism, constant press releases, and simple covert placement of deceptive news stories in tiny outlets to allow larger outlets to amplify those stories under the guise of metareporting.
We're currently on the tail end of en engineered media panic about an epidemic of shoplifting.
That's just how things are going to be now, people are so cynical about all media that they don't believe anything that comes from anywhere other than their own personal fandoms. But their own fandoms are just injecting the same propaganda directly into their veins.
The thing that's been most astounding to me is that the most militant about Ukraine in the US seem to completely overlap with the most Democratic/Republican hyperpartisan types, and each characterize extreme concern about the sovereignty of Ukraine as something that their respective parties own, and identify lack of appropriate concern about the sovereignty of Ukraine with the opposite party; the Republicans are traitorous Trumpian Soviet spies who deserve execution or exile, and the Democrats are peacenik anti-interventionist cowards who are holding back the military.
I suspect that's an incidental observation - because the main thing that hyperpartisans and Ukraine hysterics have in common is extreme consumption of television news.
Which is why they're so much less concerned about Yemen (which has been pointed out a ton), and why they have no historical background on the situation (because you had to read to know about the constant attempts of NATO expansion to Ukraine and the obvious problems with that, it wasn't something you could just pick up while changing channels.) The analogies between NATO expansion to Ukraine and the Cuban Missile Crisis are lost on people who don't know why NATO exists, and who don't actually know about the Cuban Missile Crisis other than it had something to do with Cuba, missiles, and the Soviet Union.
This world is still the same world where decisions are made by royalty, and normal people die to help oligarchs jockey for relative position, but the degree to which murderous nationalistic/partisan rage can be stirred up in a plurality of the populace is intense, and instant.