The folk shamans called itako in Aomori, northeastern Iwate, and northern Akita prefectures are well-known in Japan through the mass media. But the representation of itako constructed by the mass media (itako as mass-culture, ITAKO) is different from the itako as folk-culture. This paper attempts to clarify the actual conditions of ITAKO from the 1970s to 1980s, especially focusing on the influence of the occult boom, by analyzing the discourse in print media. The occult boom in Japan beginning in the 1970s rediscovered the religiosity of ITAKO, which had been avoided by the masses, as the occult the masses wanted. As a result, ITAKO changed from "other's culture" to "our mysterious knowledge." This change means the transformation of value in ITAKO and implies that the religiosity of ITAKO became an object consumed by the masses. It can be said that such popularization of the ITAKO's religiosity played a central role in the establishment of ITAKO as mass-culture.