MANIPULATIONS IN THE PR TEXTS OF ONLINE SCHOOLS AND COURSES

ABSTRACT

This article discusses the manipulations that are used in the PR texts of online schools and courses. The authors draw attention to the fact that such texts often contain statements about the quick and easy acquisition of knowledge, a limited number of places and discounts for a limited time, which can create a false sense of urgency and the need to make a decision quickly. The authors also point to the use of such techniques in PR texts as the use of bright and attractive headlines, the use of positive customer reviews and opinions, as well as creating the illusion of expertise and credibility. In conclusion, the authors urge readers to be more attentive and critical of the information they receive from online schools and courses.

Keywords: PR texts, online schools, courses, manipulations, methods.

The modern world offers us many opportunities for self-development and learning. Online schools and courses are becoming increasingly popular, offering access to the knowledge and expertise of experts in various fields. However, these offers conceal manipulations that are used in PR texts to attract attention and convince us of the need to purchase their services. Manipulation is an action that requires a significant level of skill and knowledge, especially with regard to manipulating public consciousness. Manipulation involves treating controlled people as objects that are deprived of freedom of choice. That is, manipulation is one of the technologies of power, rather than influencing the behavior of each other or a partner. Types and methods of manipulation of public consciousness Manipulation of public consciousness is an extremely complex and extensive process [1, p. 25].

Makarenko A.A. argues that advertising often uses "trails" to manipulate the reader. Tropes refer to a technique used to guide the reader to a certain conclusion. One example of tropes is the use of rhetorical questions that are designed to elicit a specific response from the reader. For example, the ad may contain a question: "Do you really want to miss this wonderful deal?" [2, p. 56] This question is intended to make the reader feel that he is losing something if he does not take advantage of the offer.

Miroshnikova E.A. focuses on the manipulative language used in advertising messages. One of the most common techniques used in advertising is the use of hyperbole. Advertisers often exaggerate the benefits of their products to make them more attractive to consumers. For example, shampoo's PR texts may state that their product can "transform your hair into silky perfection" [3, p. 236]. This type of language is designed to make the reader believe that the product is better than it actually is.

Another manipulative technique used in texts is the use of persuasive language. Advertisers often use language designed to convince readers to take a certain action, such as buying a product or subscribing to a service. For example, an ad may use language such as "Don't miss this temporary offer" [3, p. 235], so that the reader feels that he needs to act quickly to take advantage of the offer.   It should also be noted that PR texts often contain manipulative elements designed to persuade the reader to take one action or another. These features include the use of rhetorical questions, emotional appeals, hyperbole, and persuasive language. Although these methods can be effective in persuading readers to take action, it is important that readers are aware of these manipulative tactics and critically evaluate the statements made in PR texts.

For a clearer understanding of the tasks of PR texts, to identify their features depending on the information occasion, the PR texts of the courses are divided into 3 groups:

1. Professional development and education from scratch.

2. A PR text aimed at professional development includes arguments about the benefits for career and personal development, evidence of effectiveness, student feedback, graduate success statistics, or course ratings.

3. A PR text aimed at getting an education from scratch includes arguments that taking the course will help you start a new career, gain new knowledge and skills. In such texts, an approach based on the free provision of the first lessons or the possibility of obtaining a certificate of completion of the course can be used to attract new students.

To investigate manipulation in the PR texts of online schools and courses, I studied the advertising texts of online schools and courses to identify the use of inflated promises, fake reviews, and price manipulation

Consider a PR text aimed at professional development:

Profession: Internet marketer 2023

"...70,000 rubles- salary of a junior specialist, according to RealHR.ru 120,000 rubles is earned by an Internet marketer with at least a year of experience, according to RealHR.ru

7 months of training on the platform is enough to find your first job. Cans., Yandex, Bitrix24, Rambler, Dr.Web are looking for an Internet marketer right now..."

"... a full range of services for Internet promotion, as well as..."

Manipulations in the text:

1. Hyperbolization (a way of amplification or exaggeration). It is used to create the idea that completing the course guarantees quick employment and a high salary: "...70,000 rubles is the salary of a junior specialist, according to RealHR.ru 120,000 rubles is earned by an Internet marketer with at least a year of experience"; Using the phrase "full range of Internet promotion services" gives the impression that training includes This includes all possible Internet marketing services, which is not always true; Pointing to the salary of a junior specialist and an Internet marketer with at least a year of experience may create a false impression that salary is the main criterion for a successful career in Internet marketing.

2. Manipulation of social pressure. Mentioning that large companies are already looking for Internet marketers may create the false impression that after training, you can easily find a job in large companies.

This PR text is aimed at professional development in the profession of an Internet marketer and contains a number of arguments about the benefits for career growth and personal development. The text emphasizes that after completing the course on the platform, students will be able to master a full range of Internet promotion services and become professional marketers, bloggers, analysts, contextualists and targetologists in one person.

Consider a text aimed at gaining new knowledge.

An effective course with cool teachers

"An effective course with cool teachers who care how you pass. Everyone dreams of getting a hundred on the Unified State Exam, and this is a great goal! Here you could write that our USE courses are the coolest and there are no online schools better than us, but the truth is that without your hard work it will be very difficult to get a high score ..."

"... teachers who really strive to improve your results, selected materials and online classes without water, an effective system motivation is the secret ingredient of our online school – a top-of-the-line personal account, which contains everything for your education in a super convenient way. 12 online classes per month lasting an hour and a half..."

"Lost all lives — game over, we'll have to exclude you from the course. If something remains unclear or difficulties arise, we will promptly answer all questions in the personal account. And get ready for regular voice calls from the teacher!.."

1. The text is titled "An Effective Course with Cool Teachers" and promotes a course that claims to have the best teachers and materials for students preparing for the Unified State Exam in Russia. At first glance, the text seems harmless and informative. However, upon closer inspection, we can see several elements of manipulation.

2. Text manipulation:

3. Using emotional attractiveness. The text begins with the phrase "Everyone dreams of getting an excellent grade on the state exam," and then it follows that the course can help students achieve this goal. This statement addresses the desires and aspirations of the students and creates a sense of urgency to enroll in the course. In addition, the text uses the word "Turbo" to describe the course, which implies speed and efficiency, which further attracts students who want to succeed quickly.

4. Using false promises. The text claims that the course has the best teachers and materials, but then recognizes that students need to work hard to achieve high results. This statement contradicts the original statement and creates confusion for students who may be looking for a quick solution. In addition, the text uses the phrase "best personal account" to describe the online platform, implying that it is exclusive and superior to other courses. However, there is no evidence to support this claim, and it may mislead students who are not familiar with other courses.

5. Using fear as a tool of influence. The text says that students who do not complete their homework on time can be excluded from the course. This statement causes students to fear and pressure them to complete their assignments, but it can also be harsh and unreasonable. Moreover, the text does not mention any support or assistance to students who may have problems with learning materials or homework.

Let's look at another example of a PR text aimed at gaining additional skills.:

"You will learn how to create sketch designs for drones. At the end of the course, you will develop a model of your drone, which can be used to assemble a prototype.

• Master a wide range of skills, from sketching to flight simulation

• The only drone design course in Russia

• Create your own drone model

What will you learn?

Understand the principles of drone operation

• Conduct flight simulations

• Create 3D models of drones"

Text manipulation:

1. Creating the illusion of uniqueness. In this text, we see a clear emphasis on the fact that this is the only drone design course in Russia. Such a loud statement arouses the potential customer's trust and desire to purchase the service.

2. Providing false confidence. Despite the fact that the arsenal of modern means of advertising influence is quite wide, potential consumers often have "acute" questions that are not explained by advertising.

Manipulation in the PR texts of online schools and courses is a common practice in the modern educational market. The purpose of such manipulations is to attract more customers and increase the company's profits. However, such methods can lead to negative consequences for clients, who may face insufficient quality of training or non-compliance with stated promises.

To summarize, it is important to note that the presence of manipulation in PR texts does not indicate a low quality of education in general. Many online schools and courses provide excellent training and useful information for their clients. However, it is important to be more critical when choosing educational programs and not trust everything that is written in PR texts.

A study of manipulation in the PR texts of online schools and courses has shown that it is necessary to inform customers more transparently and honestly about the services and training offered. Companies should pay more attention to the quality of training and customer satisfaction, not just increasing profits. This is the only way to maintain the trust of customers and ensure the long-term success of the company.

Reference:

1. Leonov V.A. Manipulation of public consciousness using PR technologies//International Scientific Journal "Symbol of Science", 2021. p. 25 (accessed 02.11.2023)
2. Makarenko A.A. Trails as a means of manipulative communication in advertising texts// Historical and socio-educational thought. 2015. Volume 7. No. 2. pp. 55-60 https://cyberleninka.ru/article/n/tropy-kak-sredstvo-manipulyativnoy-kommunikatsii-v-reklamnyh-tekstah/viewer  (date of reference – 11/22/2023)
3. Miroshnikova E.A. Advertising message as a manipulative type of text// Tsarskoye Selo Readings magazine 2010. pp. 233-237 https://cyberleninka.ru/article/n/reklamnoe-soobschenie-kak-manipulyativny-tip-teksta (date of reference - 11/22/2023)