A complete reading of the legislative history and accompanying commentaries preceding passage of the 14th Amendment clearly demonstrates that Section 3 was always directed at individuals, not states. Within that general scope, debate focussed on those who should be encompassed by its provisions, and those who should be excepted from them.
See Congressional Debates of the 14th Amendment to the United States Constitution for a complete compendium of Congressional consideration of the issue.
The punishment is for individuals, but I'm suggesting that because Title 50 Chapter 13 refers to states in insurrection, that the individuals must be a part of a state that is in insurrection, not lone-wolf actors with a grudge against the government or citizens simply speaking out in opposition or rallying citizens to hear a speech antagonistic to the government.
-PJ