Expanding the concept of significant choice through consideration of health literacy during crises.

ABSTRACT

Nilsen defined the concept of the ethic of significant as "choice making that is voluntary, free from physical or mental coercion . . . based on all the information available when the decision must be made." This study highlights the importance of speakers in crisis situations not only meeting the ethical stipulations of significant choice but also taking into consideration the health literacy of their audience. Health literacy is defined as the ability of individuals to gather, interpret, and understand information regarding health matters. To advance this claim, a case study involving a food recall is examined. Television news coverage was analyzed to observe the importance of both significant choice and health literacy in such public communication. The findings, from the standpoint of significant choice and health literacy, indicate that the messages disseminated during this crisis failed to account for a notable portion of the audience. From a practical standpoint this study asserts that clear and open communication cannot be considered only from the perspective of the party sending the message. Rather, careful consideration of the audience's ability to comprehend and act on the information is equally important.