This article treats the public display of emotion as social performance. The concept of "emotive performance" is developed to highlight the overlooked quality of performativity in the social use of emotion. We argue that emotive performance is reflexive, cultural, and communicative. As an active social act, emotive performance draws from the cultural repertoire of interpretative frameworks and dominant narratives. We illustrate the utility of the concept by analyzing two episodes of unrehearsed emotive performances by two well-known politicians, Bill Clinton and (...) Jiang Zemin. The two cases demonstrate how emotion can be analyzed as a domain in which culturally specific narratives and rhetorics are used to advance the situational agenda of actors. The concept opens up a more expansive research agenda for sociology. It pushes sociologists to pay greater attention to people's experiences, interpretations, and deployments of emotions in social life. (shrink)