To the contrary, he actively promotes it by way of a shameless verbal focus upon himself in lieu of substance, and also by his Administration's public use of iconic political imagery in place of traditional Presidential seals and symbols. Moreover, he has not attempted to dissuade others from such emotive expressions; witness his lack of response to the school childrens' song in New Jersey: by Obama's silence, one can only assume he approves.
“...done absolutely nothing to discourage the hero-worship.”
Worked out so well for Herod.
But, seriously, that was one way that Jesus of Nazareth showed that He was the messiah. He did not discourage people from worshiping him. He also raised the dead and fed thousands with a Happy Meal or two. I suppose Zero will be trying that later.