People were always like this. You just weren't able to see it, because you were in an offline "filter bubble" of peaceful and reasonable people. There have been countless civil wars in history after all.
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In 2009, the NYT started a series called “Disunion”, a day-by-day look back to the Civil War 150 years prior. Filled with sampled newspapers, opinion pieces, letters to the editor.
After a couple of months, it was quite clear how a country tore itself apart. They didnt need ads or FB, all they needed were the paper owners and the editors. They actually paused the series because (imo) the things said about Lincoln in 1859 and Obama in 2009 were quite similar.