I’m 100% sure there are massive propaganda (lies, hoaxes, half-truths, finger-pointing) campaigns funded by states themselves, either to keep their own power, or to get more power in other states. How does one fight them and not feel like it’s not worth the effort?
“Who would pay” can be simplified to “who benefits”.
Who benefits from saying that the war in Ukraine is a one-sided invasion? Who benefits from saying that it’s just a small scale military operation?
Sometimes, details get more confusing because there are way more actors in play. Who benefits from saying that obesity is a personal failure to maintain good habits? Who benefits from pointing out the relationship between obesity and low-quality food/poor access to fresh produce?
Remember that the bigger an issue is, the more investment there is in the propaganda machine. Therefore, the harder it is to really build a good understanding.