As world markets become more interconnected through the phenomenon of globalization, many scholars have noted an expansion of capitalist and economic language in the realm of education discourse. This study focuses on the adoption by education policymakers of the "competition" model and framing, which traditionally used in business, is now being used to justify and promote education policies, such as school choice. This study pursues how competition framing occurs within education, the possible effects of such language use on education stakeholders, and the specific historical contexts and different interests being served by such framing in education. Specifically, this study examines the websites of education management organizations (EMOs) using a critical discourse analysis (CDA) while theoretically drawing on the concepts of accountability and audit culture and conflict theory.