Based on tests on peer pressure/conformity, hypnotic susceptibility, etc. it’s arguable that about 70% of people will gladly submit to any position, no matter how patently incorrect it is, if they worry about falling out of favor of their peer group or upsetting a person of authority.
At the moment, we have large sources of authority - Fox, CNN, etc. - that aren’t particularly well sourced and who use information in a motivated way, with insufficient due process to double-check the veracity of what they’ve heard, so long as it supports the narrative that they are targeting. (CNN much less so, of the two mentioned, but they’re creeping downhill pretty steadily). That authority creates a large peer group who then consumes more of that media source - giving the media source a financial incentive to maintain that narrative, leaning them towards reinforcing the narrative where they can, leaning their customer base to more firmly take hold on that narrative.
Urban folk might have a slight advantage over rural as it’s easier to find a variety of peer groups in the city, so the impetus to conform might not have quite as much of a hold since you can shift towards a slightly milder version of the group that you’re in rather than having to fully reject it. Urban folk are also more likely to come into contact with groups with different beliefs.
But, fundamentally, we’re all humans and that force to conform is still probably in force for about 70% of us, regardless of where we live. Most people that you know probably don’t believe anything they say, they just follow the party line, because it’s what they understand to be expected of them. There are no safeguards in place to ensure that they don’t become the Liberal form of MAGA-heads and you can bet that there’s some sleazeball out there who has been taking notes for the last few years on how to use media attention and peer pressure to seize power, and who is more competent than the last run.
And no, I don’t believe that the people who follow this stuff believe it. You take some religious person, a MAGA-head, a conspiracy theorist, etc. through good hard evidence and logic and if logic forces them to accept that Putin’s reason for saying he was going in to kill Ukrainian Nazis is because Joe Biden was paying Putin to do it, so that the US fracking market could have a big payday, then they’ll bite and tell you that, yup, that’s what happened, smile, give you a wink, and walk away. They know that they’re bullshitting.
It’s not about truth, it’s about being a member of a group. You spend decades of your life deciding who you want to be, how you visualize yourself, what sort of people you want to hang out with, etc. The whole weight of your personality and self-image is tied in with the beliefs of the group. How do you maintain all those other things while losing your peer group and losing the people you respect?
Ultimately, the cost of being the person you want to be is, most people seem to decide, is to not be a real person, just an image of a person. Being that person has a cost and 70% are willing to pay it. The alternative is that you wasted your life.
Between saying something dumb or admitting that you spent 20, 30, 50 years working towards becoming a waste of human potential is no hard choice. The other person who caught you in a lie is probably just as much a liar and probably doesn’t really know what they’re talking about either. They just got lucky with that one thing, after all. It’s easy to justify when you believe that it’s what everyone else is doing and how everyone else is. And if you go look at news comments or YouTube comments, and look at what your own side is saying (whichever side that may be), you’re very liable to find that almost none of them understand their own position, what argument there is for it, what evidence, etc. The other side is just Nazis and Fascists if they’re daring to hold a different political position. Those comment battles aren’t debates on belief, they’re war cries of faithful adherents.
In a world of liars, it’s no bad thing to be another liar.
It’s not belief, it’s the way that humans are. 70% vote that it’s true and the majority is probably correct.