The article analyzed the impact of Affirmative Action with racial criterion in Brazilian media (magazines Veja, Istoe and Epoca and newspapers Folha de S. Paulo and O Estado de S. Paulo) through the framing analysis for the period between 1995 and 2006 concerning the consolidation of the theme within the state. The analysis emphasized the interpretative framings of 'Position', which corresponds to the publications which presented assessments of the racial quota system; of 'Arguments', which noted the argumentative structures that sustained the valuations; and of 'Prognosis', which explored the alternative or complementary proposals to the mentioned system. The main conclusion refers to the decrease of complaints about racial inequalities in Brazil since 2005, accompanied by a dramatic increase of reports and articles detrimental to the advancement of Affirmative Action with racial criterion in the country.122235249