The use of school propaganda by the media, mainly on the internet, has increased sensibly in the last years. Such situation may be observed in the signs shown at the public vias, in the television advertisements which take place at the end of the terms and also on the electronic pages available on the web. In the competition game the educational institutions use the means of communication as a way to maintain their prestige, as well as to attract the social groups of their interest. The dissertation Schools of prestige and the game of Competition – an explanatory study via school websites is the result of a research held in three schools of prestige in Rio de Janeiro city, in which the goal was analyzing the indicatives of the competition in the school market based on each institutional website. Conciliating the levels macro and micro, it was used as a research corpus material previously produced by the Sociology of Education Program at Pontifícia Universidade Católica of Rio de Janeiro – SOCED/PUC-Rio – as for example, a survey applied to eighth grade students’ parents who were interviewed – field observation work and interviews with the marketing staff of those schools were made. An electronic questionnaire was applied to families resident in Rio de Janeiro city whose children were in scholar age. The analysis and data interpretation were laid on studies about the school market and the process of choice of schools, as an attempt to evaluate the role of the school websites on the competitive school market.