The aim of this thesis was to analyze narratives and cultural traits that emerge within family-owned businesses in the educational sector. A qualitative research was conducted in four schools in the city of Rio de Janeiro and neighboring municipalities, with interviews conducted with 14 of their leadership figures. For the analysis of the results, a content analysis was performed using a categorical approach. Eight categories emerged: premises and values; cultural artifacts; a school for my child; like father, like son?; the influence of founder s values; gender and the care of young children; discussing gender; the challenge of the pandemic. To present these results, this work was organized into four articles. The first of them investigated the alignment of school communication with their formally or informally declared cultural values. The second sought to investigate cultural traits of family-owned businesses in the educational sector and their potential relationships with the values of their founders. The third aimed to investigate the relationship between gender and management and care activities carried out by the team in family-owned businesses in the educational sector, as well as to analyze how the gender theme has been addressed with the students. Finally, in the fourth article, the impacts of the Covid-19 pandemic on the plans and dreams of family-owned businesses in the educational sector were investigated. It was observed that the entrepreneurial family can be a factor of cultural cohesion for these organizations, and the role of the leader, the emotional bonds they build, and the way they communicate are determining factors for this cohesion. It was noted that traits of the school founders, such as cultural values, persist over the years, even across generations. There was a strong centralization of care for young children in the hands of female school employees. The discussion about gender with students was found to be in accordance with the curriculum guidelines and Brazilian legislation to avoid conflicting with potential resistance from some families of students. It was evident that the emotional bond with the institution, combined with material needs, contributes to overcoming difficulties. In general, it was possible to conclude that the family-owned businesses in the educational sector studied exhibit a certain alignment in terms of narratives and cultural traits, suggesting that the entrepreneurial family, and especially their founders or key leadership, are significant factors for such harmonies.