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This research examines the depictions and discourses concerning Finnish education in Brazilian print and web journalism between 2009 and 2015. In the field of comparative education researchers have traditionally mostly worked with government sources and official documents. This research has sought to use and develop tools of analysis that could be applied to written media sources as well. There were three main research questions. 1) How has Finnish education been depicted in Brazilian journalism? 2) Which internal and external factors could explain the attraction towards Finnish education? 3) How have the discourses on Finnish education been utilized in the media? The research material (n136) consisted of news stories and articles published by the website of the Brazilian Ministry of Education, newspaper Jornal do Brasil, weekly news magazine Veja and news portal Terra. The data was analysed qualitatively using different models of analysis developed by Jeremy Rappley, David Phillips and Kimberly Ochs. Selected parts of the material were also analysed in more detail using concepts derived from New rhetorics. The study indicated that the models developed by Rappleye, Phillips and Ochs can to a large degree also be applied to journalistic analysis. However, at least in Brazilian context, one should also take into account the impact of exchange programmes and various educational events with news value. Most importantly, the effect of PISA studies and other international surveys and rankings should also be acknowledged. The attraction towards Finnish education seems to depend, to a large extent, on internal forces of dissatisfaction and economic competition. When applied rhetorically "Finnish education" appeared as a flexible concept with the generic meaning of good/quality education. Due to its undetermined nature "Finnish education" could be used in the media in various, often contradictory ways. For example, both the proponents and opponents of meritocratic policy goals and ideals could refer to Finnish education in positive ways.