A survey of 1,000 people shows 7 percent of participants think chocolate milk comes from brown cows. 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. “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. An advocacy organization, the Innovation Center for U.S. And we don’t need to be reminded that public trust in media is incredibly fragile right now. 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? A survey conducted by the Innovation Center for U.S. 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 same survey reported that 48 percent of American adults don’t know how chocolate milk … In fact, about half of 1,000 people polled said they weren’t sure 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. That serious, respected outlets like The Washington Post and NPR ran with this story feels like a failure. Admit it, you’re laughing. What are the sources? 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. It’s been all over the news lately: a survey by the Innovation Center for U.S. A new survey finds that 7 percent of Americans think chocolate milk actually comes from brown cows. 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. 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. Refreshing Delicious Chocolate Milk with Real Cocoa Getty Images. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. 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. Case in point, a recent survey by The Innovation Center of U.S. Holy cow. Seven percent believe that chocolate milk comes to us from brown cows… ), There were a few hints of healthy skepticism. 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. Admit it, you’re laughing. Many palms hit many faces. That’s right, folks. (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. 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. RAGALIE-CARR: When we asked them, where does chocolate milk come from, they indicated that they thought it came from brown cows. 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. To complete your CNN profile and ensure you are able to receive important account information, please verify your email address. ” think that chocolate milk comes from brown cows. 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. 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. 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. 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? (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.) 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. A survey found 7% of American adults think chocolate milk comes from brown cows. If you forgot, we are talking about grown up adults, and not children or even teenagers. did the math and deduced that 16.4 million Americans must believe that chocolate milk comes from brown cows. A survey has found an astonishing number of Americans think that chocolate milk comes from brown cows. ICYMI: Equipment you’ll need to start your own podcast, TOP IMAGE: Image via U.S. Department of Agriculture Flickr account. A recent survey conducted by the Innovation Center for U.S. Dairy says 7 percent of American adults believe chocolate milk comes from brown cows - for … 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. Does chocolate milk come from brown cows? 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. Fact: Actually, chocolate milk – or any flavored milk for that matter – is white cow’s milk with added flavoring and sweeteners. 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. RAGALIE-CARR: Well, there was brown cows or black-and-white cows, or they didn’t know. According to an official survey, a disturbingly high number of Americans aren’t quite sure where chocolate milk actually comes from. © 2020 Cable News Network. There were a few hints of healthy skepticism. According to The Washington Post, this equates to roughly 16.4 million adults — slightly more than the Pennsylvania population. Dairy revealed that 7 percent of American adults—roughly 16 million people—think that brown cows produce chocolate milk. 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. “Comes from” is heavy-handed phrasing in and of itself, implying the chocolate milk emerges as is, without human intervention. FREDERIC J. BROWN/AFP/Getty. “We don’t have a suggestion as to why people would draw that conclusion.”. There’s also the grain of salt that some respondents are certainly trolling the pollsters with a knowingly ridiculous answer. 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. Does the language seem geared to provoke outrage? 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. It’s that last point that rankles in this particular situation. SEVEN per cent of Americans — about 16 million people — believe chocolate milk comes from brown cows. 4:55 PM EDT, Fri June 16, 2017. The survey was conducted by the Innovation Center of … The Post notes that the finding fits a general pattern of Americans being a bit fuzzy on where their food comes from. Here are some brown cows that, shockingly, produce regular milk. An advocacy organization, the Innovation Center for U.S. It's been all over the news lately: a survey by the Innovation Center for U.S. 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. Perhaps even more shocking is 7 percent of adults think chocolate milk comes from … brown cows. Milk is produced by cows raised for the dairy industry. and NPR ran with this story feels like a failure. 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. It’s that last point that rankles in this particular situation. Myth: Chocolate milk comes from brown cows. The Innovation Center for U.S. ICYMI: The New York Times reporter who tweets like it’s going out of style. We know this is hard to process, and you’re probably starting to question everything. This survey is as murky as chocolate milk. CNN Sans ™ & © 2016 Cable News Network. Dairy found that 7% of American adults think chocolate milk comes from brown cows. According to a new survey, nearly half the US population (47 percent) are unsure about where chocolate milk comes from. Nearly half of them, 48 per cent, didn’t know where chocolate milk came from at all. 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. PHOTO: Like so many stories, it seems this one was originally hatched as a PR pitch. 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. It’s been all over the news lately: a survey by the Innovation Center for U.S. Debbie Waumsley/Pixabay/IFLS Debbie Waumsley/Pixabay/IFLS By James Felton (WTVO) – According to a recent survey, seven percent of Americans believe 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. Have other hard news publications reported the information in the same way? A survey from the Innovation Center for U.S. These are headlines editors probably wish they could take back. Millions of people have somehow made it this far in life without realizing that chocolate flavoring doesn’t come out of a cow. Today in mind-blowing statistics: A full 7% of American adults think chocolate milk comes from brown cows, Food & Wine reports. “It is a bit surprising,” a spokeswoman for the campaign told CNN. 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. 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. The HuffPost noted that it’s difficult to gauge reliability when you don’t have any context. Ouch! exactly was the question phrased? Dairy conducted a survey … Dairy found that 7 percent of American adults believe chocolate milk comes from brown cows. It turns out: not very much. The survey was conducted by the Innovation Center of US Dairy in April. 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. But let’s move on. Unsurprisingly, The Internet took … (Newser) – Today in mind-blowing statistics: A full 7% of American adults think chocolate milk comes from brown cows, Food & Wine reports. A survey put together by the Innovation Center for US Dairy found that 7 percent of adults believe chocolate milk comes from brown cows! So, to the 7% that’s still reeling from your world turning upside down, have some chocolate milk. A careful listener’s ear may have perked up at this exchange. 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. Unsurprisingly, The Internet took notice. She says they put that question to a thousand people and gave them several options for how to answer. And if that percentage sounds small enough to be reasonable, hang onto your hats: 7% of American adults is about 17.3 million people. 7 PERCENT… A survey from the Innovation Center for U.S. Myth: Chocolate milk is not as nutritious as white milk. The NPR spot didn’t go into great depth about anything besides the chocolate milk tidbit. ICYMI: The story behind “one of the best reported pieces of the year”. Does the language seem geared to provoke outrage? The NPR spot didn’t go into great depth about anything besides the chocolate milk tidbit. 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? 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. ICYMI: Ouch! (WTVO) – According to a recent survey, seven percent of Americans believe chocolate milk comes from brown cows. 7% of them still think that 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. 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? Like most people, I recoiled in shame and horror, but also found the remainder of the article thought provoking and worthwhile. 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. In all seriousness, … A survey put together by the Innovation Center for US Dairy found that 7 percent of adults believe chocolate milk comes from brown cows! The answer did not surprise dietitians, who … 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. 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. 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. It kicked off the center’s “Undeniably Dairy” campaign, which promotes healthy dairy products and farms. But particularly now, journalists don’t have the luxury of playing fast and loose with the facts. Dairy, commissioned the survey via a marketing firm, Edelman Intelligence, to kick off a campaign called, . Kind of a mystery eh? “Comes from” is heavy-handed phrasing in and of itself, implying the chocolate milk emerges as is, without human intervention. If you’re reading this story because you’re in that 7%, we hear your cry for help. 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. Success! Jokes about American intelligence were plentiful. 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. The. It may feel a little silly to quibble with something so unimportant. And if that percentage sounds small enough to … 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. 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. Have other hard news publications reported the information in the same way? Were those the only three options – two cow colors or “I don’t know”? If an account exists, we've sent an email with a link to reset your password. 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. 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. That's about 17.3 million people. Seven percent of American adults believe that chocolate milk comes from brown cows, according to a new survey. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. 7% of Americans believe chocolate milk comes from brown cows. Password reset email has been resent. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. CORNISH: Jean Ragalie-Carr is president of the National Dairy Council, which commissioned the survey. followed up the next day with a piece about how this particular example isn’t a very worrying aspect of, . students can ask themselves as they try to evaluate the veracity of a new story. Dairy. Published A 2017 survey found that nearly ten percent of Americans think chocolate milk comes from brown cows. Success! A recent survey finds that many people don't know where chocolate milk comes from, and some even think it comes from brown cows. (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. noted that it’s difficult to gauge reliability when you don’t have any context. 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. “But we realize we need accurate information to make the best choices for ourselves and our families about what we eat.”. Chocolate milk is simply regular milk that’s flavored with cocoa. 7% of Americans equates to roughly 16.4 million people who are over 18. Holy cow. Sadly, seven percent of Americans think so. 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. All Rights Reserved. 7% of Americans believe chocolate milk comes from brown cows. I first saw the story when a journalist I respect posted the link to Twitter. Dairy uncovered the fact that some Americans are pretty disconnected from how their food travels from the farm to their table.. 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