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This article presents the results of a study examining the self-perceived roles of journalists covering the #MeToo movement in Denmark and Sweden. Drawing on qualitative interviews with journalists, editors and activists (N = 20) and participant observation at various #MeToo events, we examine the professional journalism cultures underpinning differences in the coverage and the broader public debate spurred by the movement in the two countries. The analysis is informed by the theoretical framework of role performance [Mellado, C. 2015. “Professional Roles in News Content: Six Dimensions of Journalistic Role Performance”. Journalism Studies. https://doi-org.ep.fjernadgang.kb.dk/10.1080/1461670X.2014.922276; Mellado, C., L. Hellmueller, and W. Donsbach. 2016. Journalistic Role Performance Concepts, Contexts, and Methods. Routledge) in combination with Tuchman’s (1972. “Objectivity as Strategic Ritual”. American Journal of Sociology 77 (4): 660–679) seminal work on “Objectivity as Strategic Ritual”. This combined framework enables an analysis of how journalists negotiate ideals of objective reporting and activist imperatives when covering the movement and issues of gender (in)equality more broadly. Our study shows that journalists, to a varying degree, felt torn between ideals of impartiality and objectivity and ideals of active reporting oriented towards action and problem-solving but that these experiences differed between the two countries and between newsrooms. We discuss these findings in light of differences in the political climates around issues related to gender in the two countries and partially diverging normative ideals and professional journalistic cultures regarding the extent to which journalism and activism can and should be combined.