Yeah we seem to have rhetorical escalation. Opinions are propaganda, beliefs are narratives, etc, etc. It's a way to devalue messages one disagrees with; they aren't just wrong, they're nefarious.
In my book any furthering of any position is propaganda. It’s not just when you do it in a dishonest or underhanded way. That’s the old-school definition.
Now what started this was the bald assertion that all most messaging is propaganda. Okay. People went with it, including the person I replied to. And that’s not objectionable according to my own definition. But if it is only “nefarious” messaging which is propaganda then you set yourself up for throwing stones in a glasshouse. Because a lot of comments (including the one I replied to) contain at least assumptions that further a world view. I don’t have to make an outright statement. I just have to hint at an assumption. And yeah, that’s what they did too.