School choice is a controversial issue in the public discussion of education. In Chile, the new School Admission System (SAE) was recently implemented to gradually reverse the country's high educational segregation. However, this system is facing strong opposition. Voucher and free choice promoters have opposed SAE because they claim it violates the freedom of families and merit. The media have actively participated in this debate, working as political actors. By applying a quantitative content analysis and a qualitative thematic analysis, we study how Chilean media have framed school choice, and discuss the political contention faced by policies that attempt to reverse the primacy of the market in a global context of neoliberal education policies.