In recent years, media researchers have displayed an increased interest in emotion as an element of the content in both news journalism and narrative journalism. These studies lack a theoretical definition of emotion and do not usually specify what characterizes narrative journalism more than it being "not objective" and, consequently, not similar to conventional journalism. In practice, they identify emotion through frames of personalization or explicit expressions of feelings and evaluations. However, narrative journalism integrates implicitly conveyed emotion. To enable a broader understanding of the function of emotion in narrative journalism, this article gives examples of and analyzes how emotion and the related concept subjectivity is used and discussed in two different fields of research: social sciences-influenced journalism studies and literature-influenced studies. The dualistic view on journalism as either subjective or objective is questioned when narrative journalism (also known as reportage or literary journalism) is placed in a professional context, where the genre is based on its own tradition and represents its own form of knowledge, due to its main characteristic: a narrative form. Finally, the article demonstrates how tools drawn from narratology can illuminate diverse storytelling techniques that transmit emotion implicitly rather than explicitly.