Hearing about research advances in medicine, biology, or physics in public discourse is a common occurrence. However, the question of whether scholarly activity in the social sciences and the humanities should be popularized has always been left unanswered. What are the features of communication between humanities and society and the media? Are different fields of knowledge popularized differently? Physicists, linguists, sociologists, science communicators, and journalists discussed this question on the eve of the Day of Russian Science at the Total Dictation Conference in Moscow.