Motivational Texts on Online School Websites as a Source of Information about the Benefits of Remote Learning Format

The article presents the results of the arguments analysis in the field of online learning in texts on the websites of 17 Russian online schools. A rating of ten groups of statements has been developed. The most frequently cited arguments in favor of remote education include high-quality and personalized instruction, time savings, curatorial support, exam preparation, freedom of movement, and qualified teachers. Conversely, lesser-ranked arguments consist of obtaining a diploma, career guidance services, and small class sizes. In addition to the content analysis of online school websites, the author also investigated the perceptions of students and their parents regarding distance education. It was found that the advantages of online schools, as articulated in the proposed ranking, generally align with the needs of the target audiences. However, the level of confidence in the claims about the good quality of online education is notably low. Furthermore, the advantages of remote learning as articulated by school representatives often overlook aspects related to reducing familial stress and fostering peer communication among students. Based on these findings, recommendations are provided for the heads of online schools on how to increase the effectiveness of their educational marketing strategies.