It's an environment where they can rapidly iterate on what the most "click-worthy" stories are and dial in the content to meet audience expectations.
This is worse than the pure sugar being fed by useless news organizations like CNN where their coverage has almost zero informational value. This is like heroin where it's actively feeding wild misconceptions.
They can 'influence' back as long as it's reasonable.
Articles like: 'Hillary and Trump have secret sexual encounter' is not 'news' and not any kind of positive influence.
Ha! That literally describes most websites... including some factors in the Google ranking algorithm. I guess that's what happens when damn-near every website on earth optimizes for user engagement.
Completely fabricated news is a step up, though.