4 chapters across the catalog
History of Orkut and Social Media Culture in Brazil
The hosts discuss the history of Orkut, a Google-owned social network that was massive in Brazil before being shut down in 2014. They explore the highly social nature of Brazilian culture and how it translates to digital platforms. The segment also touches on the inauguration of President Lula da Silva and his alliance with Argentina.
Google has a long history of failed social media attempts, including Orkut, Buzz, and Google Plus. Orkut was notably successful in Brazil before being shut down, while Google Plus failed to gain traction against Facebook. The hosts suggest that Google could regain public favor and damage its competitors by bringing back Google Reader and fully supporting RSS, which would empower independent bloggers and podcasters.
Google announces "Shoelace," its third attempt at a social network, focusing on hyper-local events and advertising. The hosts recall Google's previous failures with Orkut and Google Plus, expressing doubt that the company can successfully manage a social platform.
The evolution of social networks is analyzed through the concept of "digital DNA," suggesting that platforms develop cultures that are impossible for parent companies to change. Examples cited include Orkut's specific demographic shift in Brazil and the subsequent failures of Google Buzz and Google Plus to capture market share from established competitors.
