So...what's going on in the photo?
It's Serbian Slava (feast of family's patron inherited from fathers, e.g my patron is st. Luke; it's the day that our first ancestor was baptized in the Orthodox Church). For Slava special cake-bread is made that's called Slavski kolač
and a special ceremony (in church or/and at home) leaded by priest takes place and one of its element is raising this kolač
by all the gathered people and rotating it while special troparions (the same like for wedding, so Holy Martyrs
, Glory to Thee, O Christ
and Rejoice o Isaiah
) are chanted, another picture presenting this habit: