This paper is about the ongoing conflict between elements of the Huichol people of western Mexico with allied NGOs, and the Canadian mining company First Majestic in the Wirikuta/Catorce region in northern Mexico. Specific groups of the Huichol make yearly 400 km pilgrimages from their communities in western Mexico to Wirikuta, a vast region they consider highly sacred and therefore, in which mining cannot be tolerated. However, mining has existed in the region for over 200 years, and the local, permanent, non-Huichol inhabitants of this region have shown a strong support for First Majestic's underground silver mining project. We center our analysis on discourse, highlighting the underlying discursive systems or languages that shape and support them. In our framework, languages are considered as systems through which claims of morality, legitimacy and truth are produced and communicated in the public sphere by social actors in order to mobilize people and resources. We identify three central languages in play throughout this conflict: the language of indigenous rights, the scientific language of biodiversity conservation, and the language of development, particularly as expressed through the notion of ''sustainable mining.'' We argue that the role of discourse in conflict is central in the development of conflicts and useful for their understanding. Although the discourse of indigenous rights has proven effective for the Huichols to temporarily halt the mining project, the company's use of the language of development, as in their ''community projects'', has been successful in legitimizing the project and strengthening local support. The language of conservation, invoked in parallel to claims in terms of indigenous rights, has had mixed results for the Huichols. Finally, we seek to establish connections from the Wirikuta/Catorce conflict to broader trends in national policy and global issues of land/resource conflicts between communities and extractive industries.