The worst thing about this is places Sky Sports, BT Sport, TalkSport constantly have pundits who just give hot takes and no proper analysis, insight to get clicks and likes week in week out. It's no different to fans who do the same on social media and the only difference is the fans use foul language or profanities instead. What those hot takes ended up doing is just stoking the fire on teams, players, managers and giving the fans "food" to jump on them.
This is less common but there are also media sites - e.g. Goal, Daily Mail - that indirectly give fans the platform to be braver in abusing others by gathering their tweets to make articles over incidents that happen during a match or whatever. If the article is on something good/happy, then fine. But if isn't, then again, it just add more fuel to the fire on the subject out there.