BEIJING (AP) - President Xi Jinping, poised to rule over China indefinitely, is at the center of the Communist Party's most colorful efforts to build a cult of personality since the death of People's Republic founder Mao Zedong in 1976.

Xi's image dominates the front pages of state newspapers, hours of state television broadcasts, magazine covers, posters sold at markets, billboards around parks and signs posted along sidewalks.

On television, Xi is often depicted as being wildly adored by anyone from factory workers and farmers to space engineers and soldiers who typically applaud Xi for several minutes.

In this Friday, March 2, 2018, photo, residents walk past a poster showing Chinese President Xi Jinping in Beijing. Xi, poised to rule over China indefinitely, is at the center of the Communist Party's most colorful efforts to build a cult of personality since the death of the founder of the People's Republic, Mao Zedong, in 1976. (AP Photo/Mark Schiefelbein)

The effort has prompted memories of the upheaval of Mao's 1966-1976 Cultural Revolution. Party spokespeople reject such talk, insisting Xi is the core of its seven-member Standing Committee, not a lone strongman.

On Sunday, China's ceremonial legislature will likely approve a constitutional amendment to abolish term limits on the presidency, paving the way for Xi to rule indefinitely.

In this Saturday, March 3, 2018, photo, a journalist carrying magazines featuring Chinese President Xi Jinping on their front cover arrives for the opening of the Chinese cách chữa bệnh viêm phụ khoa People's Political Consultative Conference (CPPCC) at the Great Hall of the People in Beijing. Xi, poised to rule over China indefinitely, is at the center of the Communist Party's most colorful efforts to dấu hiệu bị viêm phụ khoa build a cult of personality since the death of the founder of the People's Republic, Mao Zedong, in 1976. (AP Photo/Andy Wong)

In this Friday, March 2, 2018, photo residents walk past a poster showing Chinese President Xi Jinping in Beijing. Xi, poised to rule over China indefinitely, is at the center of the Communist Party's most colorful efforts to build a cult of personality since the death of the founder of the People's Republic, Mao Zedong, in 1976.