Researchers at the Institute on Addictions in New york just published a study showing a link between sport-related identity, endorsement of conventional masculine norms, risk taking, and energy-drink consumption.  Basically, Jocks like energy drinks, and Jock-like behavior might be a factor for those who purchase energy drinks.   According to  a survey of 795 undergraduate students enrolled in introductory-level courses at a public university showed that sport-related identity, masculinity, and risk taking common elements of "toxic jock syndrome."
Firstly, when is athleticism, embracing masculinity, and taking risks health-compromising behaviors in this culture?  We wholly embrace all things masculine and athletic, from the NFL to the Olympics, and we are told throughout our lives that taking risks is the only way to succeed.  Masculinity is seen as being physical, sexual, success-oriented, and aggressive - features we hold dear to us, regardless of gender.   Is the risky behavior associated with harm to yourself or others, or is the risk about taking chances with your life, stepping out of your box and exploring unseen avenues?
Unfortunately, The studies author, Kathleen Miller of the University of Buffalo defines risky-behavior with "A constellation of risky and aggressive behaviors including unprotected sex, substance abuse, and violence."  She concludes kids consuming energy drinks should be more aware that they are more enclined to take risks with their health and safety.
Did you catch the bait and switch there?  Since people showing aggressive tendencies are more enclined to drink energy drinks, are energy drinkers more inclined to show aggressive tendencies?  Of course not.  It is absurd to mix the effect and the cause of behavior. Energy drinks are a  $5.7 billion dollar industry with 500 new brands launched every year since 2006.  The idea that all these youngsters who purchase energy drinks are going to turn into caffeine addled macho monsters is ludicrous.
The journal article was picked up by both the New York times and the Today show, trying desperately to draw a link between the two to scare parents and lawmakers.  After the author of the article ranted about the life-threatening dangers of energy drinks, she suggests that "regular consumption of energy drinks may be a red flag for parents that their children are more likely to take risks with their health and safety."  This assumes that teens who have energy drinks are MORE LIKELY to exhibit bad behavior.  WRONG.  The data suggests that teens who are exhibiting bad behavior will buy more energy drinks - not the other way around.  Energy drinks do not cause bad behavior.
The article and the TV show then go on to speak of the dangers of mixing alcohol and energy drinks.  Why?  This is not information found in the new study, and not really part of the picture of emerging Caffeine-nitro Fueled Wacko Teens Running into Traffic Until their Hearts Explode.  today.msnbc.msn.com has 3 in 8 top stories about how "you are about to die and dont know it" and the New York Times reports on how we are wasting food, getting children too fat, can accidentally get trapped in elevator shafts, and die from donating blood, antoher fear-mongering story on the dangers of energy drinks is now what we need.  And with that said, I now have to free fall off a skyscraper...