This article sets out to study how an instituted practice of pastoral societies has evolved under the industrialised, capitalist Turkey of the last decade. In the Pontic Mountains, in north-eastern Turkey, the celebrations that take place every summer on the upland pastures are some of the most eagerly-awaited events. Until recently they were related to pastoralism and transhumance. But, although pastoralism has collapsed, the number and popularity of these events is growing yearly. When the ethnographic study of the most famous of them (Kadirga) is related to recent social transformations in Turkey (migration, development of the culture industry, urbanisation, etc.), it becomes clear how such celebrations are instrumentalised by the new political economy. This leads us to re-examine the question of the culture industry.