I did a media studies course in a local college and one of the first things you learn is that media is an awareness more so than a hype

Mass media is created to inform, entertain, persuade, or educate a large audience. It serves as a platform to disseminate information, shape public opinion, and influence societal norms and behaviors. Additionally, mass media can be used by organizations and governments to reach a wide audience and promote their ideas or products.

Buzz is hype or talk from the media & others, so it's everything you see about him.

Media Hype was the Wheel of Fortune bonus puzzle

Hype, to indicate a lot of advance press or media coverage for something, is short for hyperbole, which is the use of exaggeration.

Saying that hype means nothing bascially means "no matter how much I hear in advance that this is the greatest thing ever, I'm going to have to see for myself." It's similar to the more common phrase "don't believe the hype."