The situation is not entirely new as fake news has always been with us, through hoaxes and humour, gossip and insinuation, and the National Enquirer or Sunday Sport; it always sells well.
And we can certainly look to the darker moments of the last Century to see how out of control it can get.
But what we cannot deny is that we seem to have a growing appetite for sensational news and Macedonian youths, amongst others, have fed upon that.
It feels pleasurable to find like -minded individuals, and helps us feel less alone in our views and interests.
But we can also switch off, and lose touch with why those who are different from us think and feel the way they do, and then lose touch with reality itself.
Yet fake news has a rather different quality to that of loved image, as it often provokes a powerful response of quite a different type: outrage.