One form of how this works is something along the lines of: activist journalist find something on the platform they don't like, they write about it, go after th

One form of how this works is something along the lines of: activist journalist find something on the platform they don't like, they write about it, go after the advertisers and try to lump them into it like "Look at what disgusting views you're funding with your money, are this the views your company represents?". Advertisers don't like any controversies so they threaten the platforms to pull their money, platforms establish measures to please the advertisers. Another one is: journalists don't like their outlets getting outperformed by some "whackos/conservatives" on facebook, they go directly after facebook and demand that they downgrade those channels and promote theirs. They demand fact checking routines which are then in part outsourced to outlets that share their values.