In place of a ‘tolerant no more’ narrative, this article proposes a different conception of nationalism's re‐articulation in the Dutch context. The salience of nationhood in public and political life, particularly concerning issues of immigration, religion and diversity, is not reconstructed as a backlash against a purported multiculturalism. Instead, attention is given to a re‐articulation of the very notion of nationhood. A long‐term historical move away from characterology is assessed and applied in understanding the emergence of a national‐identity discourse. This discourse not merely embellishes talk of Dutchness with new terms, but indicates – so the articles aim to demonstrate – a different conception of nationhood all together. Apart from what the nation is – about which very little disagreement took place – discussions formed about how Dutchness was imagined and to what extent people themselves were able to form a national image. The emergence of national‐identity discourse is empirically reconstructed. Not only is it made clear how a logic of popularity begins to be reiterated across a variety of positionings, but public debate and dissensus acquire a new significance and performativity in the process.