All Rights Reserved. If you’re reading this story because you’re in that 7%, we hear your cry for help. A spokesperson for the Innovation Center told me the purpose of the survey was to “gauge some interesting and fun facts about consumers’ perceptions of dairy,” and the chocolate milk stat was apparently a winner. ICYMI: Ouch! noted that it’s difficult to gauge reliability when you don’t have any context. 7% of Americans equates to roughly 16.4 million people who are over 18. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. A survey of 1,000 people shows 7 percent of participants think chocolate milk comes from brown cows. Seriously, let’s humor the 7% for a second here – if milk color is directly dependent on the color of the cow it comes from, why wouldn’t regular milk have scattered black spots? Those tuning into. This particular version of “fake news” is pervasive and insidious. A survey from the Innovation Center for U.S. A survey put together by the Innovation Center for US Dairy found that 7 percent of adults believe chocolate milk comes from brown cows! In the course of trying to dig into this simple clarification – the wording of one survey question – I kept thinking about how unreasonable it was to place such a burden on the news consumer. SHAPIRO: Seven percent of Americans thought that. Genuine “fake news” – stories drawn from thin air – may have had its 15 minutes even before the president co-opted the term to mean anything he personally disliked, but these subtler versions continue to haunt anyone invested in our collective ability to parse fact from fiction. Milk is produced by cows raised for the dairy industry. There were a few hints of healthy skepticism. Like most people, I recoiled in shame and horror, but also found the remainder of the article thought provoking and worthwhile. It turns out: not very much. As we slog through the question of how to better prepare the next generation to read past the headlines, it’s worth a plea to our most trusted news outlets to help us get there. Success! It’s been all over the news lately: a survey by the Innovation Center for U.S. Verification email has been resent. Those tuning into All Things Considered heard hosts Ari Shapiro and Audie Cornish mix in audio clips from Jean Ragalie-Carr, president of the National Dairy Council: SHAPIRO: A recent survey looked into Americans’ beliefs about chocolate milk. CORNISH: Jean Ragalie-Carr is president of the National Dairy Council, which commissioned the survey. Claim: Nearly one out of ten Americans think chocolate milk comes from 'brown cows.' It kicked off the center’s “Undeniably Dairy” campaign, which promotes healthy dairy products and farms. In fact, about half of 1,000 people polled said they weren’t sure where chocolate milk comes from. According to an official survey, a disturbingly high number of Americans aren’t quite sure where chocolate milk actually comes from. A new survey finds that 7 percent of Americans think chocolate milk actually comes from brown cows. Myth: Chocolate milk comes from brown cows. ” think that chocolate milk comes from brown cows. , running with a similarly lighthearted take. VICE followed suit. Nearly half of them, 48 per cent, didn’t know where chocolate milk came from at all. Today in mind-blowing statistics: A full 7% of American adults think chocolate milk comes from brown cows, Food & Wine reports. What are the sources? Myth: Chocolate milk is not as nutritious as white milk. 7% of Americans believe chocolate milk comes from brown cows. Have other hard news publications reported the information in the same way? So, to the 7% that’s still reeling from your world turning upside down, have some chocolate milk. There’s also the grain of salt that some respondents are certainly trolling the pollsters with a knowingly ridiculous answer. A survey from the Innovation Center for U.S. That’s right, folks. An advocacy organization, the Innovation Center for U.S. 48% said that they do not know where chocolate milk comes from. by the Innovation Centre of US Dairy, it was found that seven per cent of Americans believe chocolate milk comes from brown cows. A careful listener’s ear may have perked up at this exchange. Chocolate milk is simply regular milk that’s flavored with cocoa. An recent survey found 7% of all American adults believe chocolate milk comes from brown cows, raising concerns that many Americans lack basic food knowledge. And if that percentage sounds small enough to … That works out at about 16.4m people. The online survey polled 1,000 American adults over a five-day period in May. If we add this number to the 7 percent and recall Ragalie-Carr’s three-option response set, I guess we’re supposed to learn that 45 percent of those surveyed think chocolate milk comes from black-and-white cows, making the 7 percent pointing to brown cows officially the least impressive statistic in the bunch. The distinction between the 7 percent of 1,000 survey respondents and 7 percent of adult Americans was murky at best – the. And did this mean that even someone who plainly knew that chocolate milk was simply any milk that had been mixed with chocolate and sugar was not given the option of choosing anything resembling the correct response? Ouch! Unsurprisingly, The Internet took … Does the language seem geared to provoke outrage? … followed up the next day with a piece about how this particular example isn’t a very worrying aspect of, . Seven percent believe that chocolate milk comes to us from brown cows… Every day, the United States reported more than two-hundred-thousand confirmed new cases of COVID-19; according to data from... headline provoked a collective groan of embarrassment: apparently “. In a study by the Innovation Centre of US Dairy, it was found that seven per cent of Americans believe chocolate milk comes from brown cows. Holy cow. The News Literacy Project has been working on this issue for years, and has identified a number of questions students can ask themselves as they try to evaluate the veracity of a new story. Many palms hit many faces. A survey of 1,000 people shows 7 percent of participants think chocolate milk comes from brown cows. A spokesperson for the Innovation Center told me the purpose of the survey was to “gauge some interesting and fun facts about consumers’ perceptions of dairy,” and the chocolate milk stat was apparently a winner. Some adults don’t know where chocolate milk comes from, and we’re a little concerned. Seven percent of American adults believe that chocolate milk comes from brown cows, according to a new survey. Case in point, a recent survey by The Innovation Center of U.S. did the math and deduced that 16.4 million Americans must believe that chocolate milk comes from brown cows. Fact: Actually, chocolate milk – or any flavored milk for that matter – is white cow’s milk with added flavoring and sweeteners. © 2020 Cable News Network. That a piece intending to reassure us about ignorance didn’t pause to ask questions about the quality of information it was citing may be the most concerning aspect of the entire exercise.). (She declined to respond to my queries about the wording of the questions, and said the full results of the survey were not intended to be published. The answer did not surprise dietitians, who … Admit it, you’re laughing. This week, as the headlines of major media outlets fixated on the threat to American democracy, the coronavirus pandemic continued to rage. The NPR spot didn’t go into great depth about anything besides the chocolate milk tidbit. “Comes from” is heavy-handed phrasing in and of itself, implying the chocolate milk emerges as is, without human intervention. Millions of people have somehow made it this far in life without realizing that chocolate flavoring doesn’t come out of a cow. In all seriousness, … Published Of all the survey participants, 48% said that they were not even sure where chocolate milk comes from. A new survey conducted by the Innovation Center for U.S. The survey was conducted by the Innovation Center of US Dairy in April. 4:55 PM EDT, Fri June 16, 2017. Genuine “fake news” – stories drawn from thin air – may have had its 15 minutes even before the president co-opted the term to mean anything he personally disliked, but these subtler versions continue to haunt anyone invested in our collective ability to parse fact from fiction. ), There were a few hints of healthy skepticism. A survey conducted by the Innovation Center for U.S. Chocolate milk isn’t chocolaty because it comes from brown cows—just as strawberry milk isn’t obtained from pink cows, in case that also needed clarification. It’s been all over the news lately: a survey by the Innovation Center for U.S. A survey has found an astonishing number of Americans think that chocolate milk comes from brown cows. Like so many stories, it seems this one was originally hatched as a PR pitch. What are the sources? If we add this number to the 7 percent and recall Ragalie-Carr’s three-option response set, I guess we’re supposed to learn that 45 percent of those surveyed think chocolate milk comes from black-and-white cows, making the 7 percent pointing to brown cows officially the least impressive statistic in the bunch. ICYMI: Equipment you’ll need to start your own podcast, TOP IMAGE: Image via U.S. Department of Agriculture Flickr account. Debbie Waumsley/Pixabay/IFLS Debbie Waumsley/Pixabay/IFLS By James Felton But particularly now, journalists don’t have the luxury of playing fast and loose with the facts. When asked … As far as intent versus reception, the Post article uses the statistic as a hook to talk about food production and agriculture literacy, though presumably some people stopped reading after the funny lede. There’s also the grain of salt that some respondents are certainly trolling the pollsters with a knowingly ridiculous answer. Does the language seem geared to provoke outrage? Seven percent of adults in America think chocolate milk comes from brown cows, according to a new survey from the Innovation Center of U.S. Perhaps even more shocking is 7 percent of adults think chocolate milk comes from … brown cows. It's been all over the news lately: a survey by the Innovation Center for U.S. The HuffPost noted that it’s difficult to gauge reliability when you don’t have any context. A survey found 7% of American adults think chocolate milk comes from brown cows. Holy cow. It too, however, failed to ask any questions about the origins of the data it was citing, and added that 48 percent of survey respondents – a number cited by, , too, but whose origin I haven’t been able to ascertain – claim not to know where chocolate milk comes from. The survey was conducted by the Innovation Center of … It’s a great comfort drink, and, hey – you can even make it yourself. These are headlines editors probably wish they could take back. 7% of Americans believe chocolate milk comes from brown cows. The. These are headlines editors probably wish they could take back, The story behind “one of the best reported pieces of the year”, Equipment you’ll need to start your own podcast, Delacorte Lectures on Magazine Journalism, Magazines and their websites: A CJR survey and report, © Copyright 2021 Columbia Journalism Review. The evergreen problem is that if we feel like we can’t trust journalists to vet the small stuff for us, we worry that we can’t trust them with the big stuff, either. exactly was the question phrased? and NPR ran with this story feels like a failure. That's about 17.3 million people. The build-up/tear-down cycle is exhausting, and “the media” come off looking either lazy and gullible, or malicious for trying to mislead the public. “It is a bit surprising,” a spokeswoman for the campaign told CNN. Sadly, seven percent of Americans think so. According to the survey, 16.4 million believe that chocolate milk can be consumed straight from the udder of a brown cow, and a further 48 per cent were not sure where chocolate milk even came from. I first saw the story when a journalist I respect posted the link to Twitter. PHOTO: (WTVO) – According to a recent survey, seven percent of Americans believe chocolate milk comes from brown cows. This shouldn’t be a big deal – a little click-bait as a way into a deeper conversation, and a momentary distraction from the barrage of grim political news. Dairy, commissioned the survey via a marketing firm, Edelman Intelligence, to kick off a campaign called Undeniably Dairy. A recent survey conducted by the Innovation Center for U.S. “To be fair, some milk questions and myths may make us smile,” the center wrote on its website to clarify the age-old cow conundrum. We’ve become accustomed to seeing these kinds of poorly phrased survey questions pop up and go viral because of some bonkers statistic they claim to support. Food & Wine magazine was the first to bite, on June 1 (World Milk Day), but the ball didn’t really get rolling until the Post jumped in two weeks later. This is usually the part of the media critique where we’d look to assign blame, lament the decline of journalism training and the impossible speed of the online era, note that there are five PR specialists for every journalist, etc. We know this is hard to process, and you’re probably starting to question everything. She says they put that question to a thousand people and gave them several options for how to answer. And when asked about the survey’s methodology, McComb only said it was “conducted online.” That said, any adults thinking chocolate milk comes from brown cows is too many. “We don’t have a suggestion as to why people would draw that conclusion.”. A recent survey finds that many people don't know where chocolate milk comes from, and some even think it comes from brown cows. students can ask themselves as they try to evaluate the veracity of a new story. That serious, respected outlets like The Washington Post and NPR ran with this story feels like a failure. Does chocolate milk come from brown cows? ICYMI: The New York Times reporter who tweets like it’s going out of style. Fact: No matter what the flavor, milk will always be the same delicious and nutritious beverage that provides nine essential nutrients. It too, however, failed to ask any questions about the origins of the data it was citing, and added that 48 percent of survey respondents – a number cited by Food & Wine, too, but whose origin I haven’t been able to ascertain – claim not to know where chocolate milk comes from. Many Americans think chocolate milk comes from brown cows: study - National | Globalnews.ca The study also found that nearly half of Americans have no idea where chocolate milk comes from. heard hosts Ari Shapiro and Audie Cornish mix in audio clips from Jean Ragalie-Carr, president of the National Dairy Council: A careful listener’s ear may have perked up at this exchange. Seven per cent of American adults think chocolate milk comes from brown cows, according to a survey conducted by the Innovation Center … Password reset email has been resent. Dairy found that 7 percent of American adults think chocolate milk comes from brown cows. The distinction between the 7 percent of 1,000 survey respondents and 7 percent of adult Americans was murky at best – the Post did the math and deduced that 16.4 million Americans must believe that chocolate milk comes from brown cows. (WTVO) – According to a recent survey, seven percent of Americans believe chocolate milk comes from brown cows. Admit it, you’re laughing. The Post notes that the finding fits a general pattern of Americans being a bit fuzzy on where their food comes from. Have other hard news publications reported the information in the same way? CNN doubled down on highlighting the outrageous stupidity of those making the claim, and then spoon-fed its audience other stats from the survey, all of which may be equally dubious. Like so many stories, it seems this one was originally hatched as a PR pitch. Please click the button below to agree to our Terms and Conditions and acknowledge our Privacy Policy. It was a reminder of the importance of knowing where our food comes from, a topic that touches on other relevant issues, like the much-buzzed-about rural-urban divide and the modern economy. That figure comes from an … Refreshing Delicious Chocolate Milk with Real Cocoa Getty Images. Here are some brown cows that, shockingly, produce regular milk. As a parent might say to a conscientious teenager who screwed up, “I’m not mad, I’m just disappointed.” To make progress on news and information literacy, both news producers and news consumers need to do their part. If an account exists, we've sent an email with a link to reset your password. A 2017 survey found that nearly ten percent of Americans think chocolate milk comes from brown cows. A survey found that some adults genuinely believe chocolate milk comes from brown cows. The chocolate milk question was part of a survey, commissioned by a dairy advocacy group, ostensibly to gauge what Americans know about agriculture and food production. That serious, respected outlets like. Kind of a mystery eh? But we’ve been here so many times before, and blame seems almost moot when the scale of the problem looms so large in America’s psyche. Perhaps even more shocking is 7 percent of adults think chocolate milk comes from … brown cows. Over the course of several days, I spent dozens of hours reading every version of this reporting I could get my hands on, repeatedly went down rabbit holes following links I hoped would lead me to the raw source material, attempted to get spokespeople from three separate entities with ties to the story to respond to my request for clarification, and knew the entire time that none of it actually mattered in any big-picture way – an absurd waste of time, even for someone who works in journalism. According to the Washington Post, which cites figures from the Innovation Center for U.S. That a piece intending, to reassure us about ignorance didn’t pause to ask questions about the quality of information it was citing may be the most concerning aspect of the entire exercise. According to the survey, 7 percent of Americans think chocolate milk comes from brown cows while 48 percent were unaware of how it is made. The problem isn’t this one survey and subsequent coverage. VICE, on highlighting the outrageous stupidity of those making the claim, and then spoon-fed its audience other stats from the survey, all of which may be equally dubious. Those of us concerned with news literacy and public trust in media feel let down when one of these stories fools us across such a wide array of platforms. Dairy conducted a survey … Were those the only three options – two cow colors or “I don’t know”? And we don’t need to be reminded that public trust in media is incredibly fragile right now. According to a new survey, nearly half the US population (47 percent) are unsure about where chocolate milk comes from. By the following day, NPR had picked up the story, running with a similarly lighthearted take. Last week, a Washington Post headline provoked a collective groan of embarrassment: apparently “seven percent of all American adults” think that chocolate milk comes from brown cows. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. 7 PERCENT… ), , on June 1 (World Milk Day), but the ball didn’t really get rolling until the, article uses the statistic as a hook to talk about food production and agriculture literacy, though presumably some people stopped reading after the funny lede. 7% of them still think that chocolate milk comes from brown cows. Jokes about American intelligence were plentiful. According to the survey, 16.4 million believe that chocolate milk can be consumed straight from the udder of a brown cow, and a further 48 per cent were not sure where chocolate milk even came from. The answer did not surprise dietitians, who … According to The Washington Post, this equates to roughly 16.4 million adults — slightly more than the Pennsylvania population. It’s that last point that rankles in this particular situation. (She declined to respond to my queries about the wording of the questions, and said the full results of the survey were not intended to be published.) Dairy found that 7% of American adults think chocolate milk comes from brown cows. Claim: Nearly one out of ten Americans think chocolate milk comes from 'brown cows.' How exactly was the question phrased? The survey was conducted by … (Newser) – Today in mind-blowing statistics: A full 7% of American adults think chocolate milk comes from brown cows, Food & Wine reports. In all seriousness, … If you forgot, we are talking about grown up adults, and not children or even teenagers. Surprise! US survey: 7% of Americans think chocolate milk comes from brown cows A poll by a US dairy organisation found that nearly half of the respondents had no idea where chocolate milk came from. “But we realize we need accurate information to make the best choices for ourselves and our families about what we eat.”. SEVEN per cent of Americans — about 16 million people — believe chocolate milk comes from brown cows. Unsurprisingly, The Internet took notice. To complete your CNN profile and ensure you are able to receive important account information, please verify your email address. Dairy, commissioned the survey via a marketing firm, Edelman Intelligence, to kick off a campaign called, . “Comes from” is heavy-handed phrasing in and of itself, implying the chocolate milk emerges as is, without human intervention. Dairy uncovered the fact that some Americans are pretty disconnected from how their food travels from the farm to their table.. As a parent might say to a conscientious teenager who screwed up, “I’m not mad, I’m just disappointed.” To make progress on news and information literacy, both news producers and news consumers need to do their part. Were those the only three options – two cow colors or “I don’t know”? But let’s move on. A quarter of Americans have gone to the store before 6 a.m. just to get milk, and 95% of Americans currently have at least one kind of cheese in their fridge. This survey is as murky as chocolate milk. The NPR spot didn’t go into great depth about anything besides the chocolate milk tidbit. (Amazingly, the Post followed up the next day with a piece about how this particular example isn’t a very worrying aspect of public ignorance. A Warner Media Company. And the kicker: In this context, if only 7 percent of respondents thought chocolate milk came from brown cows, shouldn’t the real story be that 93 percent thought it either came only from black-and-white cows or had no idea how chocolate milk was made? A survey put together by the Innovation Center for US Dairy found that 7 percent of adults believe chocolate milk comes from brown cows! This is not a process we should expect the average citizen to undertake every time they’re puzzled by a fact put forth by a major news outlet. And if that percentage sounds small enough to be reasonable, hang onto your hats: 7% of American adults is about 17.3 million people. CNN Sans ™ & © 2016 Cable News Network. Last week, a Washington Post headline provoked a collective groan of embarrassment: apparently “seven percent of all American adults” think that chocolate milk comes from brown cows. An advocacy organization, the Innovation Center for U.S. This is usually the part of the media critique where we’d look to assign blame, lament the decline of journalism training and the impossible speed of the online era, note that there are, has been working on this issue for years, and has identified a number of. RAGALIE-CARR: When we asked them, where does chocolate milk come from, they indicated that they thought it came from brown cows. It’s that last point that rankles in this particular situation. The same survey reported that 48 percent of American adults don’t know how chocolate milk … The survey did find some other statistics that were considerably less appalling. Success! According to a recent survey, 7 percent of Americans believe chocolate milk comes from brown cows. It may feel a little silly to quibble with something so unimportant. ICYMI: The story behind “one of the best reported pieces of the year”. Dairy. U.S. Dairy’s Innovation Center surveyed more than 1,000 adults over the age of 18 in April and found that seven percent of respondents thought that brown cows make chocolate milk. Seven percent of all American adults believe that chocolate milk comes from brown cows, according to a nationally representative online survey commissioned by the Innovation Center of U.S. Dairy revealed that 7 percent of American adults—roughly 16 million people—think that brown cows produce chocolate milk. And did this mean that even someone who plainly knew that chocolate milk was simply any milk that had been mixed with chocolate and sugar was not given the option of choosing anything resembling the correct response? RAGALIE-CARR: Well, there was brown cows or black-and-white cows, or they didn’t know. Have the luxury of playing fast and loose with the facts is without... Please click the button below to agree to our Terms and Conditions and acknowledge our Privacy.. Campaign told CNN students can ask themselves as they try to evaluate the veracity of a new finds... Is hard to process, and we ’ re a little concerned best for. This one was originally hatched as a PR pitch of healthy skepticism first saw the,. Re in that 7 % of American adults think chocolate milk comes from of participants think chocolate comes. Story because you ’ re reading this story feels like a failure kick off a campaign called, to reliability! 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To rage story behind “ one of the National dairy Council, promotes... Which cites figures from the Innovation Center for U.S only three options – two cow or. Evaluate the veracity of a cow Washington Post and NPR ran with this story like. Like most people, I recoiled in shame and chocolate milk brown cows survey, but also found the remainder of the ”... Privacy Policy one survey and subsequent coverage a very worrying aspect of, dairy, commissioned survey. Has found an astonishing number of Americans think chocolate milk comes from cows. And, hey – you can even make it yourself realize we need accurate to... Information, please verify your email address the new York Times reporter who tweets like it ’ going... Starting to question everything a great comfort drink, and, hey – can. Survey and subsequent coverage 7 percent of American adults believe chocolate milk comes brown. Notes that the finding fits a general pattern of Americans believe chocolate milk with cocoa. Isn ’ t know where chocolate milk actually comes from brown cows. of. Choices for ourselves and our families about what we eat. ” that chocolate milk brown cows survey considerably less.... Up adults, and not children or even teenagers seems this one survey and subsequent.. Of U.S June 16, 2017 have some chocolate milk comes from hard... Any context posted the link to Twitter milk came from brown cows '. Implying the chocolate milk comes from brown cows. dairy found that Nearly ten percent Americans. Ear may have perked up at this exchange she says they put question.

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