Battle Of The Buzz: Consumers Driven To Food Fears In The Digital Age
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Transcript of Battle Of The Buzz: Consumers Driven To Food Fears In The Digital Age
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CONSUMERS DRIVEN TO FOOD FEARS IN THE DIGITAL AGE
BATTLE OF THE BUZZ
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IN THE DIGITAL AGE, FOOD AND BEVERAGE MANUFACTURERS ARE CONTINUALLY ON THE DEFENSIVE AS CONSUMERS ARE BOMBARDED WITH A FLOOD OF MISINFORMATION FROM SOCIAL MEDIA AND CONSUMER NEWS ABOUT THE IMPACT OF SPECIFIC FOOD INGREDIENTS ON HEALTH AND WELLNESS.
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BUT JUST HOW UNBALANCED IS ALL THE BUZZ?
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THE CENTER FOR MEDIA AND PUBLIC AFFAIRS AT GEORGE MASON UNIVERSITY RECENTLY CONDUCTED RESEARCH TO BETTER UNDERSTAND THE BUZZ AROUND A SPECIFIC FOOD INGREDIENT OVER TIME.
BATTLE THE BUZZ WITH THIS INFOGRAPHIC
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They analyzed media coverage during 11 one-month time periods that included the release of significant scientific information on high fructose corn syrup (HFCS).
1 2 3
5 6 74
9 10 118
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MOST COVERAGE WAS UNBALANCED
Here’s what they found:
90%Although science released from 2004 to 2013 was fairly balanced, 90% of consumer news coverage went to research criticizing HFCS for negative health effects.
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MANY SOURCES WERE ANONYMOUS
Of those who were named, a small number exercised a relatively large amount of influence. In fact, just five scientists accounted for 43% of all opinions.
OF ACADEMIC EXPERTS CITED, NEARLY HALF WERE NOT NAMED.
43%
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MOST COVERAGE LACKED CONTEXT
JUST 16%
OF COVERAGE WAS SUPPORTED BY SCIENTIFIC EVIDENCE.
Of that coverage, LESS THAN 20% was placed in the context of earlier scientific findings.
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SO CONSUMER NEWS MAY BE STIRRING UP UNNECESSARY CONTROVERSY BY FAILING TO TELL THE FULL STORY.
GET THE FACTS ON HFCS
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BUT HOW ARE CONSUMERS REACTING TO ALL OF THE BUZZ?
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The Sweetener360 is a custom research study commissioned by the Corn Refiners Association and completed in part by Nielsen and Mintel Consulting.
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