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Google's Orkut in Brazil: What's So Social About It?



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Code : SNW0004

Year :
2008

Industry : Internet and e-commerce

Region : Brazil

Teaching Note: Available

Structured Assignment : Available

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Introduction: Orkut, the social networking site of Google, the US-based search engine company had 24 million unique visitors in June 2007, an increase of 78% from the previous year. This was greatly because Orkut was immensely popular in Latin America, particularly Brazil – outflanking even Google’s own Brazilian search engine version (google.br). But this popularity came with a darker side as well. Orkut was alleged of becoming a redoubt for Internet trafficking, paedophilia and child pornography. Advertisers were withdrawing ads from Google sites following reports that their ads were appearing alongside illegal content onOrkut.Google’s general director in Brazil,Alexandre Hohagen (Hohagen) was facing criminal contempt charges for refusing to turn Orkut users’ data over to police. This had left the company grappling with how best to combine the interests of its users, advertisers and the authorities, while making sure that revenues kept flowing in.

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