>But these days I notice whenever specific catch phrases or expressions are getting used across multiple news outlets and it puts me a little bit on guard if a suddenly notice a phrase being used excessively…as if the point is to normalize it in your language.

This is very very visible on reddit, where a term, phrase or expression will become ubiquitous almost overnight. The most recent one I can think of was the acronym 'BIPOC' - and from the circumstances of its use it was clear that a lot of users didn't understand what it meant, and were just using it as a synonym for 'minorities'.

It leads me to conclude that there is much more centralisation of content than you would otherwise expect.