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Abstract

                   This research studied the phenomenon of new media technologies in the everyday life of a working-class group in the social service sector in Thai society. It aimed at studying the context, everyday life, pattern of mobile phone usage as well as an impact of using the mobile phone towards red taxi drivers’ group in Chiang Mai Province by applying the qualitative research that with a use of in-depth interviewing, mobile phone usage field note, participation and non-participationobservation.
                   From the study of the everyday life context of red taxi drivers, it was found that the expansion of tourism’s economy in Chiang Mai Province affected to the role of red taxi drivers, from local service in the city to the tourist service instead. Therefore, they have adjusted and improved themselves to incorporate with the changed context, for example, the necessary of communication’s skill with the foreign customers, importance of the tourism’s information, new place for tourists as well as the new route of transportation. Moreover, it forced to the creation of the relation with customers, hotel entrepreneurs or colleagues to earn more income.
                   With reference to the study about the phenomenon of mobile phone application of red taxi drivers in the present, it was found that it can be divided into three groups of red taxi users classifiedby technology’s perception which are early majority group, late majority group and laggards. The study indicated digital divide appearance both technology and technology usage skill of more than 50 years old drivers who drive around the city at most. On the other hand, it was found less digital divide in the group of red taxi drivers in queue since technology and innovation were expanded in a width range of ages in this kind of group.In terms of mobile phone utilization as an instrument to hand on as drivers, it definitelyfocused on using a mobile phone on duty as a main role. Furthermore, the most often used function in mobile phone is direct voice communication plus to partial online communication. On the contrary, the drivers did not require functions of games, songs or movies. Moreover, technology was produced the new function to response the needs of the drivers more and more.
                   Lastly, from the study of economic impact of mobile phone application in everyday life, it was found that using mobile phone as a red taxi driver can earn more income since it decreases the limitation of space and time. Moreover, technology helps to expand the experiences of the drivers such as the exploration of the new route or pathway which they have never gone, help to open the new world of communi-cation with foreigners by not having knowledge base of language skill and help to create the new network of unknown people in the society which is one of other choices to earn more income.