This paper has the objective of knowing how students’ motivation for learning is related to school characteristics and social context. The article presents the survey questionnaire used in the research project Youth and Media: Educational and Social Contexts. The motivation scales were obtained using the techniques of nonparametric item response theory. The analysis of variance produced results which suggest a way to understand important aspects of school effectiveness, in particular how to find which characteristics of the schools promote greater motivation for learning among their students. Considering the differences among the various strata of schools in which the sample was divided it was observed that students in small schools near favelas had a higher average level of motivation both of intrinsic and extrinsic types. And yet, at the opposite extreme, schools with media centers, which are large and well equipped schools, presented students with higher levels of demotivation. This seemingly contradictory result points to the importance of community involvement around the school in promoting motivation.