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Item Privatización educativa en Brasil : reinventando las escuelas de bajo costo(Edições Universitárias Lusófonas, 2020) Montes, Cristina Pulido; Arrabal, Ana Ancheta; Oliveira-Dri, Wisllayne Ivellyze de: Education as a business as a perspective of analysis highlights the violation of the right to education. The objective of the following study is the discourse analysis and marketing strategies followed for the recent installation of the low-cost Luminova schools, since the end of 2018, in the state of São Paulo (Brazil). Specifically, the Brazilian Educational System Group, a multinational financial and investment entity, has been investigated. The methodology that has been used is the analysis of qualitative content applied to press news, web pages of the Brazilian Educational System Group and articles of opinion on the educational multinational object of study. In summary, it has been proven how the marketing strategies to install the low-cost Luminova schools in São Paulo are typical of creative capitalism and use a polarized neoliberal discourse to highlight the shortcomings of the public offering against the virtues of the private (new technologies, security, English and innovation). Finally, the presence of these schools is seen as an element of direct competition of the public school that already coexists in an educational quasi-market that existed in a previous way in the Brazilian state of São Paulo since the nineties of the 20th century. Keywords: privatization; low-fee private schools; right to education; brazil