My paper focuses on diverse misinterpretations in archaeoastronomy grouped into three main topics: 1. Archaeoastronomy, modernity, and ethnic and national identities; 2. ‘Alternative’ and ‘fringe’ archaeoastronomies; 3. Neo-shamanic, neo-pagan, and New Age perspectives and the reinvention of an astronomical tradition. They all are briefly described in order to remind us we should be increasingly aware of our own prejudices and of the styles of analysis we may be imposing on the celestial lore of other peoples.