In this article, the author interrogates the role that artwriting plays in the construction of American Indian culture vis-a-vis what is written about the objects produced by community members--in this case, the Hopi. She argues that the power of this discourse can make a significant difference in the success or failure of an artist, determine art market values, and influence the commodification of objects. The author does this by analyzing twenty years of "American Indian Art Magazine" and other published materials. (Contains 10 figures and 44 notes.) [Funding for dissertation research from 1991-94 was provided by the Jacob's Research Fund, Whatcom Museum and June Frier Esserman Fellowship from New York University.]