Efforts to raise awareness about foreign disinformation might accidentally increase distrust towards legitimate media. We argue that state discourse on disinformation is comparable to strategic framing in journalists’ coverage of political events, and that it might imbue audiences with cynicism. Furthermore, in contrast to an experimental paradigm that depicts disinformation audiences as passive, we suggest that news consumers actively appropriate and produce content themselves. Conceptualising media content as ‘strategic’ rather than sincere might influence audiences to share and produce media content strategically. This Machiavellian tendency leads to similar effects on bias as motivated reasoning. Most accounts of motivated reasoning assume that limits of psychological processing are the reasons for biased judgements of what is true and fake, however, we argue that biases can also be due to culturally acquired second-order beliefs about knowledge. To explain this, we build on ideas about ‘folk epistemology’ and propose the term ‘strategic epistemology towards media’. Resistance-building efforts against disinformation risk promoting such a strategic epistemology towards media and this can have harmful effects on democratic dialogue. To avoid this, educational interventions should be premised on social epistemology rather than experimental psychology.