diff --git a/rest_framework/serializers.py b/rest_framework/serializers.py
index b49ac3ed6dc..0952e190c60 100644
--- a/rest_framework/serializers.py
+++ b/rest_framework/serializers.py
@@ -1099,12 +1099,20 @@ def get_field_names(self, declared_fields, info):
         # Use the default set of field names if `Meta.fields` is not specified.
         fields = self.get_default_field_names(declared_fields, info)
 
-        # deduplicate field names (occurs when a declared fields matches a model field)
-        fields = list(OrderedDict.fromkeys(fields))
-
         if exclude is not None:
             # If `Meta.exclude` is included, then remove those fields.
             for field_name in exclude:
+                assert field_name not in self._declared_fields, (
+                    "Cannot both declare the field '{field_name}' and include "
+                    "it in the {serializer_class} 'exclude' option. Remove the "
+                    "field or, if inherited from a parent serializer, disable "
+                    "with `{field_name} = None`."
+                    .format(
+                        field_name=field_name,
+                        serializer_class=self.__class__.__name__
+                    )
+                )
+
                 assert field_name in fields, (
                     "The field '{field_name}' was included on serializer "
                     "{serializer_class} in the 'exclude' option, but does "
diff --git a/tests/test_model_serializer.py b/tests/test_model_serializer.py
index cea8ab5a034..98586b971dc 100644
--- a/tests/test_model_serializer.py
+++ b/tests/test_model_serializer.py
@@ -908,7 +908,13 @@ class Meta:
                 model = MetaClassTestModel
                 exclude = ('text',)
 
-        assert list(ExampleSerializer().fields) == ['id']
+        expected = (
+            "Cannot both declare the field 'text' and include it in the "
+            "ExampleSerializer 'exclude' option. Remove the field or, if "
+            "inherited from a parent serializer, disable with `text = None`."
+        )
+        with self.assertRaisesMessage(AssertionError, expected):
+            ExampleSerializer().fields
 
 
 class Issue2704TestCase(TestCase):