I'm not putting words in his mouth or contradicting his views on how consent is manufactured. The fact that those doing the manufacturing frequently lie is not at all inconsistent with his thesis. Here are a couple of examples when he directly accuses media and intellectuals of lying:
On telling Norman Finkelstein to be cautious about publishing his work exposing the fabrications in Joan Peters' "From Time Immemorial":
Well, he got back one answer, from me. I told him, yeah, I think it’s an interesting topic, but I warned him, if you follow this, you’re going to get in trouble—because you’re going to expose the American intellectual community as a gang of frauds, and they are not going to like it, and they’re going to destroy you. https://chomsky.info/power01/
On the media's coverage of Cambodia:
Also, a vast amount of lying. I mean, an amount of lying that would have made Stalin cringe. We know that it was fraudulent by looking at the response to comparable atrocities for which the United States was responsible. From the documentary "Manufacturing Consent"