Alan Jacobs has mentioned reading through Jacques Ellul's Propaganda lately.
Maybe I should blog a read-through of Propaganda.
Having blogged a bit on Propaganda as a book that can illuminate and elucidate a whole lot of what was going on in the culture of Mars Hill I say go for it.
I'm not sure that "emergent propaganda" quite convinces me here.
That horizontal and sociological propaganda could be outsourced, so to speak, to bots would not, I think, change the basic nature of what category or level of propaganda they're used to create. But it sounds like Jacobs is reading through and not at the "has read all of" Propaganda as yet.