What does "hype-driven" means in this paragraph?

> 
> There have been a few examples of Internet criticism making an impact
>  on American film culture. It’s aided the rise of South Korean cinema
>  and mumblecore. In the case of Korean cinema, Filmbrain’s blog, among
>  others, hosted interesting debates on the films of Park Chan-wook, Kim
>  Ki-duk, and Hong Sang-soo. Bloggers like Tom Vick seemed to respond to
>  the snobbery implicit in Tony Rayns’s attack on Kim in Film Comment.
>  In the case of mumblecore, ***the blogosphere’s attitude was more
>  hype-driven***; when the IFC Center launched its mumblecore series last
>  year, every blog affiliated with indieWIRE united to promote it. The
>  only criticisms heard about the films related to their all-white
>  casts, not esthetics. I’m not sure what Korean film and mumblecore
>  have in common, although the parallels between the latter and the
>  blogosphere are obvious, but I think bloggers like making discoveries
>  they can claim as their own.
> 
> 
> 

I Couldn't find the definition anywhere! Any help would be appreciated.