The media are often blamed for widespread perceptions that welfare benefit claimants are undeserving in Anglo-Saxon countries – yet people rarely justify their views through media stories, instead saying that they themselves know undeserving claimants. In this paper, I explain this contradiction by hypothesising that the media shapes how we interpret ambiguous interpersonal contact. I focus on disability benefit claimants, which is an ideal case given that disability is often externally unobservable, and test three hypotheses over three studies (all using a purpose-collected survey in the UK and Norway, n=3,836). In Study 1, I find strong evidence that a randomly-assigned ‘benefits cheat’ story leads respondents to interpret a hypothetical disability claimant as less deserving. Study 2 examines people’s judgements in everyday life, finding that readers of more negative newspapers in the UK are much more likely to judge neighbours as non-genuine – but with effectively no impact on judgements of close family claimants, where ambiguity is lower. However, contra my expectations, in Study 3 I find that Britons are no more likely than Norwegians to perceive known claimants as non-genuine (despite more negative welfare discourses), partly because of different conceptions of what ‘non-genuineness’ means in the two countries.