Joseph Stalin's cult of personality became a prominent part of Soviet culture in December 1929, after a lavish celebration for Stalin's 50th birthday. For the rest of Stalin's rule, the Soviet press presented Stalin as an all-powerful, all-knowing leader, and Stalin's name and image became omnipresent. From 1936 the Soviet journalism started to refer to Joseph Stalin as the Father of Nations.
The Soviet press constantly praised Stalin, describing him as "Great", "Beloved", "Bold", "Wise", "Inspirer", and "Genius". It portrayed him as a caring yet strong father figure, with the Soviet populace as his "children". Interactions between Stalin and children became a key element of the personality cult. Stalin often engaged in publicized gift giving exchanges with Soviet children from a range of different ethnic backgrounds. Beginning in 1935, the phrase, "Thank You Dear Comrade Stalin for a Happy Childhood!" appeared above doorways at nurseries, orphanages, and schools; children also chanted this slogan at festivals.
Speeches described the dictator as "Our Best Collective Farm Worker", "Our Shockworker, Our Best of Best", and "Our Darling, Our Guiding Star". The image of Stalin as a father was one way in which Soviet propagandists aimed to incorporate traditional religious symbols and language into the cult of personality; the title of "father" now first and foremost belonged to Stalin, as opposed to the Russian Orthodox priests. The cult of personality also adopted the Christian traditions of procession and devotion to icons through the use of Stalinist parades and effigies. By reapplying various aspects of religion to the cult of personality, the press hoped to shift devotion away from the church and towards Stalin.
Initially, the press also aimed to demonstrate a direct link between Stalin and the common people; newspapers often published collective letters from farm or industrial workers praising the leader, as well as accounts and poems about meeting Stalin. However, these sorts of accounts declined after World War II; Stalin drew back from public life, and the press instead began to focus on remote contact (i.e. accounts of receiving a telegram from Stalin or seeing the leader from afar).
Another prominent part of Stalin's image in the mass media was his close association with Vladimir Lenin. The Soviet press maintained that Stalin had been Lenin's constant companion while the latter was alive, and that as such, Stalin closely followed Lenin's teachings and could continue the Bolshevik legacy after Lenin's death. Stalin fiercely defended the correctness of Lenin's views in public, and in doing so Stalin implied that, as a faithful follower of Leninism, his own leadership was similarly faultless.