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Writings in the media have the potential to influence our standpoint and, thereby, our actions. In this paper, the authors analyze how women in family business are represented in media to understand the frames set by this discourse in terms of women owning and leading family businesses. The aim of the paper is to explore how the counterposed roles of business person and mother are presented in media and what implications this might have for role enactment.

The paper opted for an exploratory study of 308 articles about women in family business over a 15‐year period. In the interpretative, qualitative analysis of media texts, the discursive construction of the mother role and the business role are explored.

The paper provides empirical insights into how the mother role is taken for granted while the business role is approached as problematic in portrayals of women in family business. The authors discuss whether the media discourse reinforces traditional roles or stimulates role innovation.

Understanding role as something separate from the individual provides a means to critically review expectations of women in business and how these expectations hinder business activities.

The study examines data over a 15‐year period in the Swedish media setting and describes changes in attitudes about women's roles in family business. Regarding the family business as an arena for performative acts provides a perspective that can highlight the intertwinement of the private and professional arenas in family business.

This editorial aims to provide an overview of the current state of research in the UK and proposes some future directions for research for family business scholars.

This article is an editorial with commentary about recent developments in understanding research gaps in the field of family business research.

The paper discusses the areas where future research in family business is required focusing on three levels: the organization; the individual; and the community.

The paper suggests that there are many unanswered questions which merit further and future research.

The future of family business research is not in question. The paper posits that there are areas of study in family business which may particularly benefit from taking a cross‐disciplinary approach and suggests that family business researchers might consider exploring theory in the entrepreneurship, small business, sociology, economics and industrial relations areas to gain insights and support for theoretical development in family business.

This article highlights recent UK‐focused discussions regarding the future research directions and gaps in family business research. It suggests there are some emerging areas which require renewed focus particularly related to strategic decision making in family businesses from the organization, individual and social/community perspectives.