While surveys suggest that Danes value freedom of religion highly, in practice ethnic Danish converts to Islam report frequent negative responses to their Muslim identities, both in public settings and from friends and family. Our paper examines how active social media users amongst converts to Islam in the greater Copenhagen area negotiate both a predominantly negative media frame and negative personal reactions in their self-understanding, through personal conduct, and on social media. Interviewees report tensions between their Danish and Muslim identities, which they struggle to resolve constructively through tactics aimed at reducing the gap in majority perception between being Muslim and Danish – for example, through exemplary personal conduct, countering negative media representations, and emphasising shared values. However, most report frustration and tiredness at the daily effort and, over time, more pro-active discursive and media-based tactics tend to be replaced by a focus on local and personal relationships.

Keywords: Islam, conversion, stigmatisation, social media, racialisation of religion