Orkut Case Study

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An increasingly global environment and society has led to increased demand for modes of communication that transcend borders. This motivation to connect globally has led to an explosion of social media networks around the world. As defined by the case, the social media outlet Orkut, operated by Google, articulated a clear demand for global interconnection and the challenges an international company faces when navigating in a social media space in a country with limited consumer protection. As Google learned, operating a social network site in Brazil is a very complicated endeavor, and one that resembles a cyber version of the Wild West. There is little regulation regarding personal conduct and content restrictions, and while limited regulation …show more content…

Orkut arrived in Brazil at the perfect time; a time when blogs and photo logs were very popular. However, Orkut was more than a community based social networking site; the website and its banner colors were quickly embraced because of their similarity to the colors of the Brazilian football team. The website’s name, Orkut, has a pronunciation similar to a Japanese yogurt beverage that nearly every child in Brazil loves (Deresky PC2-5). Orkut seemed perfect for the country until a glut of criminal activities tainted the website’s nationalistic attraction. In 2005, police arrested a group of drug dealers using Orkut to sell marijuana and ecstasy. Following the arrest, news stories surfaced reporting on large scale distribution of pornographic images involving children and adolescents (Deresky PC2-5). When the issues were brought to court, Google refused to release the information regarding their users. Google argued the data was stored on network servers in the United States, and the company claimed it was not subject to the Brazilian laws. However, as media outlets acquired information that advertisements were being placed next to pornographic images, advertisers quickly abandoned Orkut as a viable advertising option. Once public opinion and lost advertising dollars dictated a change, Google quickly started removing these terrible images and cleaning up the site (Deresky

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