The Law of Victims and Land Restitution, ratified in June 2011 and enforced since January 2012, constitutes an unprecedented attempt to end armed conflict in Colombia by applying a transitional justice framework and fostering rural development. Drawing on a methodology that integrates framing and rhetorical analysis, this article analyses the role of seven national and local Colombian newspapers in promoting governmental or alternative actors and frames regarding institutional, developmental, and peace and human rights agendas linked to this legislation. In addition, it evaluates the influence of rhetorical framing on media’s role and the resulting quality of media coverage. The results show that the media promoted governmental frames regarding institutional and developmental issues, and alternative frames advocated by other actors in relation to peace and human rights issues. In addition, they confirm the key importance of rhetorical framing in shaping that role. This was detrimental to the quality of media coverage geared towards sustainable peace and human development.