The two most significant turning points of the last decades in cultural anthropology were tied to the reflexive tide and the influence of feminist theories. Drawing on these, the author is considering various approaches to the sphere of human emotions. The common assumption is to treat emotions as part of culture — not an element of animal nature (Darwin) or subconscious determinism (Freud). The agreement with the assumption of understanding culture as source and tool of expressing emotions does not imply unanimity regarding the way of writing about it. Reflexive and feminist anthropologists suggest own strategies concerning both writing articles and field research.