The study is devoted to analysis of the role of scientific communication in forming a positive image of science and counteracting false concepts. An empirical study (N=263), conducted in 2025 in three types of scientific and educational institutions in Saint-Petersburg (GUAP, WGGU, CPB ROC) identified key media strategies to increase the social status of scientific activity. The methodological framework combines a systemic approach (triad "science-technology-society"), sociotechnical theory and the concept of epistemic responsibility. The results show a differentiated perception of scientific work among students (37% active supporters of mediatisation) and teachers (32% supporters), as well as reveal institutional features of scientific popularization. Special attention is given to the analysis of barriers to inclusion, including information deficit (37%) and motivational crisis (28%). The study justifies the need for a dual model of training of scientific communicators through: 1) specialization of journalists in the scientific sphere and 2) media training of scientists. The practical importance 
of the work is related to the development of recommendations for the implementation of the Decade of Science and Technology (2022-2031) in terms of enhancing the prestige of scientific activities.