<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2215-910X</journal-id>
<journal-title><![CDATA[Suma de Negocios]]></journal-title>
<abbrev-journal-title><![CDATA[suma neg.]]></abbrev-journal-title>
<issn>2215-910X</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-910X2020000100034</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2020.v11.n24.a4</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Imaginario social de seguridad en compra y uso del casco para motociclistas]]></article-title>
<article-title xml:lang="en"><![CDATA[Social imaginary of safety in purchase and use of motorcyclists&#8217; helmet]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Avendaño Serna]]></surname>
<given-names><![CDATA[Sara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González Rúa]]></surname>
<given-names><![CDATA[Dorancy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[Yaromir]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía-Gil]]></surname>
<given-names><![CDATA[María Claudia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<volume>11</volume>
<numero>24</numero>
<fpage>34</fpage>
<lpage>41</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2020000100034&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2020000100034&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2020000100034&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Los motociclistas presentan la mayor tasa de mortalidad por incidentes de tránsito, por lo que el uso del casco se concibe como el principal elemento de seguridad. Este artículo tiene como objetivo identificar los imaginarios sociales de seguridad presentes en la compra y uso de cascos para motociclistas en Medellín, Colombia. Se realizó una investigación exploratoria descriptiva con la aplicación de cinco observaciones y tres grupos focales, y se aplicaron 321 encuestas a motociclistas de los niveles socioeconómicos 2 al 4. Entre los hallazgos más relevantes se encuentra que el imaginario de la seguridad en los cascos se asocia con aspectos normativos y algunos aspectos físicos del producto; al respecto, se evidencia que en la población joven el mensaje proveniente de la autoridad ha logrado un resultado positivo, pues ellos, a diferencia de los adultos, tienen mayor determinación sobre este criterio de uso. Este artículo puede aportar a decisores de política pública respecto al uso de los cascos en el país y abre la puerta para estudios relacionados con los imaginarios de otros actores viales como los peatones, conductores de vehículos particulares y públicos, entre otros.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Motorcyclists are the road agent with the highest mortality rate due to traffic incidents, therefore, the use of the helmet is conceived as the main safety element. The purpose of this research was to identify the social imaginary of security present in the purchase and use of motorcycle helmets in the city of Medellín, Colombia. A descriptive exploratory investigation was carried out with the implementation of five observations, three focus groups, and the administration of 321 surveys to motorcyclists of socioeconomic levels 2 to 4. Among the most relevant findings is that, the imaginary of helmet safety is associated with regulatory aspects and some physical aspects of the product; in this regard, it is evident that in the young population, the message from the authority, has achieved a positive result, because they, unlike adults, have a greater determination on this criterion of use. This article can contribute to public policy makers regarding the use of helmets in the country and opens the door for studies related to the imaginary of other road actors such as pedestrians, drivers of private and public vehicles, among others.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Cascos]]></kwd>
<kwd lng="es"><![CDATA[certificación]]></kwd>
<kwd lng="es"><![CDATA[motociclista]]></kwd>
<kwd lng="es"><![CDATA[normatividad]]></kwd>
<kwd lng="es"><![CDATA[seguridad]]></kwd>
<kwd lng="es"><![CDATA[imaginario social]]></kwd>
<kwd lng="en"><![CDATA[Helmets]]></kwd>
<kwd lng="en"><![CDATA[certification]]></kwd>
<kwd lng="en"><![CDATA[motorcyclist]]></kwd>
<kwd lng="en"><![CDATA[normativity]]></kwd>
<kwd lng="en"><![CDATA[security]]></kwd>
<kwd lng="en"><![CDATA[social imaginary]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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