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This critical discursive analysis showcases the co-optation of American Indians spiritual practices by those who are privileged using a communication-based theoretical orientation called semiotics. Semiotics, the result of Peirce's and Saussures independent bodies of work that focuses on how meaning is produced, shared, and sometimes contested (Westerfelhaus, 2004, p.106) is used to analyze the signs and symbols within the discourses. Additionally, this analysis explores how historical, economic, and cultural contextual factors provide a springboard for the infusion of colonization, stereotyping, commodification, essentialism, exoticism, and racist ideologies within these discourses.