Chapter 4 deals with what the media say and what people do and say. It finds that apart from news avoiders, many reject or ignore media messages, and large minorities, sometimes majorities, believe things that find little or no support in the mainstream media. The reasons are discussed in a summary of the vast amount of experimental psychology research on believe preservation. Political variations of this are found in the Lake Wobegon, Dunning-Kruger and hostile media effects which help to reduce media influence.