从权力的类型来看 ,大致可以分为如下三种 :即以暴力为特征的政治权力 ,以财富为特征的经济权力和以知识为特征的文化权力。电视媒介作为文化权力的践行工具 ,在当下的中国媒介文化生产和传播领域 ,具有独特而巨大的文化影响力。本文尝试从文化命名权的角度 ,解读作为强势媒体的央视举办各类电视大赛的文化生产机制和策略 Judging from the types of power, there are roughly three types of power: political power characterized by violence, economic power characterized by wealth, and cultural power characterized by knowledge. As a practical instrument of cultural power, television media has unique and huge cultural influence in the current field of media cultural production and dissemination in China. This article attempts to interpret the cultural production mechanism and strategy of CCTV holding various television contests as a powerful media from the perspective of cultural naming rights