This thesis studies language power, language loss and discrimination among Quechua-speaking indigenous peoples in Cajamarca, Peru, using insights advanced mainly by Bourdieu and Blommaert. It argues, from a sociolinguistic perspective, that Quechua reappropriation in Cajamarca means resisting the derogatory identity imposed on indigenous peoples and constructing a new identity. In a case study of the Regional Quechua Language Academy of Cajamarca (ARIQC) I analyzed qualitative interviews with nine participants, ARIQC's minutes and relevant socio-historical texts. I conclude that ARIQC's struggle for language rights is a continuation of struggles initiated centuries ago by ARIQC's members' ancestors; ARIQC's institutional strategies show that ARIQC is "effective" adapting to and transforming the existing structure of power in order to articulate a new indigenous collective identity; and though ARIQC initially depended on intellectuals and outside resources, it is now run by indigenous people.