DEVELOPMENT School of Political and Social Science : University of Phayao

Transforming Traditional Trade of the Hand-Woven Textile Community to Digital Trade: the case study of Tai Lue group at Toong Mork Village, Chiang Kham, Phayao, Thailand

Abstract Nowadays, the world has been settled in the stage of digital era. The evolution of society effects to wildly area including the ethnic group in a small city. Digital technologies are crucial influence on the human ontologies (Mungpattanasunthon, Jan 2019) and also reshape the activities of traditional societies such as Tai Lue hand-woven textile community at Toong Mork village, Chiang Kham, Phayao, Thailand. At the present, the more high technologies invented the more conveniences human have. Tai Lue also have been used social media especially Line application to contact with the customer for their dealing. Therefore, the objective of this article aims to explore that how the traditional trade of the hand-woven textiles community was reshapes to social media trade in the disruptive technology era. For the methodology, the investigations are based on qualitative research method by starting with 1) reviewing multiple documents and literatures on three aspects, that is, the history of community enterprise, traditional trade and digital trade, 2) the conceptual framework and theory of Technological Mediation, and 3) in-depth interview with 3 channels; face-to-face, telephone and social media (Line: chat application) and site investigation approach are adopted to conduct the community study and data analysis. The sample group of this study is the member of hand-woven textile group at Toong Mork village, Chiang Kham District, Phayao Province, Thailand.

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  • YEAR: 2019
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