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Stalin didn't push his way alone, just as Putin. Both had a strong backing in the party leadership reinforced by elimination of those who had doubts. At the same time, the cult of personality in both cases is reinforced by the propaganda, I think simply because it works — that is, there's demand for it among significant fraction of society I'm sure Putin wouldn't bother with his ridiculous "naked on a horse photos" if he wasn't sure it will be liked by some.