Provided is a wireless communication system that performs priority control by setting, depending on a type of transmission data, a channel use period during which exclusive use of a channel after a right to access the channel is acquired is permitted. The wireless communication system includes a measurement unit that measures quality measurement information related to a quality of wireless communication, a parameter setting unit that makes, when a latency in transmission of a prioritized frame due to transmission of a non-prioritized frame is not expected based on the quality measurement information measured by the measurement unit, settings such that the channel use period for the transmission of the non-prioritized frame is changed to be longer, and a MAC frame generation unit that generates a MAC frame which permits continuous transmission of the non-prioritized frames within the channel use period set by the parameter setting unit.