Media reporting on Islam and Muslims commonly relate stories about terrorism, violence, or the lack of integration with western values and society. Yet there is little research into how non-Muslims engage with and are affected by these news reports. Inspired by the overtly negative coverage of Islam and Muslims by the mainstream press and the increase in Islamophobia across Europe, this book explores the influence of these depictions on the thoughts and actions of non-Muslims. Building on extensive fieldwork interviews and focus groups, Laurens de Rooij argues that individuals negotiate media reports to fit their existing outlook on Islam and Muslims. Non-Muslim responses to these reports, de Rooij argues, are not only (re)productions of local and personal contextuality, but are co-dependent and co-productive to the reports themselves.