He’s not. But several years ago the media latched onto a well established term from “internet culture” without understanding (or perhaps caring) what it was actually describing, and decided that it meant ridiculing something on social media. It’s an example of a subculture’s slang getting thoroughly corrupted through mainstream exposure until it no longer means what it once did.
While I agree with your point, this isn't an indictment of journalism. Comicsands.com is George Takei's personal buzzfeed clone. I love George Takei but it's not an actual news source, it's a meme blog. Personally, I don't think it belongs in any serious news oriented communities.