Exactly. Any power structure will do it. The interesting aspect is how it is an emerging property through individual rewards, expectation, advertisement revenue (Not sure if I want to criticize P&G when they buy millions of dollar worth of ads from us?), going against ownership (How willing will WaPo be criticize Bezos). It's not necessary for there to be a conspiracy where people all meet on some secret island decide what to publish next.

And it's not as much about the individual power structures, but how they influence the media to do it. The new players since the last publication are the tech companies and how they have tremendous power to selectively give voice or silence to push a certain narrative. They are slowly replacing the traditional media companies as primary player that manufacture consent. It seems there is a current battle between the two and I think the tech companies are winning so far.

I think Chomsky himself is very aware of this, even if the book has a more narrow focus. Keep in mind that Chomsky is a self-described libertarian socialist with deep sympathy for anarcho-syndicalist movements.

I’m sure he and the co author are aware of this. My complaint is that by focusing on big media + gov many readers or people who hear this phrase then often don’t think about the other aspects of this phenomenon (that it’s pervasive and kind of natural) but that we should be aware none the less.

I gave this some more thought, and I think you're wrong. Wrong in the sense that Chomsky and Herman did focus on these things. One of the five filters is "Flack". In this filter "wrong" opinions are given flack from institutions with power. The focus on government comes from them being, arguably, the most powerful institution.

The propaganda model does account for other non-governmental and non-media influences. This is talked about in the animation Al-Jazeera made.

https://youtu.be/34LGPIXvU5M