Historically, all speech was considered "intentional". And by speech here I am including two distinct things: the expression of opinion, and the publication of opinion by a magazine/newspaper owner.

I separate those two things because they are very different with respect to the scale of the dissemination of speech. Nevertheless, magazines and newspapers are free to publish opinion, though it is significant in my opinion that in those cases there is an accountable individual (the editor/publisher).

It strikes me as different when we have social media platforms that amplify speech to a massive scale without any accountability. Clearly, monetization fuels the large-scale amplification of some undesirable speech so that 1. it is not an opinion expressed in good faith and 2. there is no directly accountable individual, unless the poster can be considered accountable for FBs large-scale publication of their speech, which feels perverse to me. It's effectively "robo-published".

There are some conclusions which could be drawn here, and I'm not sure which should be drawn if any. But I think it's important to point out that the details do matter (libel laws and "malice" for example) and that the details change in significant ways as society and technology change.