Science in the Spotlight: The Role of Public Visibility in the Life of Scientists

It is commonly believed that science is a terra incognita — a realm hidden fr om outsiders, complex and inaccessible to the general public. Yet in recent years, scientists have increasingly stepped into the spotlight: giving interviews, taking part in podcasts and TV projects, and appearing on the pages of glossy magazines. Promoting science has become a distinct field, with both advocates and skeptics.

At the Future Technologies Forum, the Vyzov Foundation for the Development of Scientific and Cultural Relations held a session wh ere participants discussed how public visibility helps scientists in their work, what challenges it creates, and how society’s perception of the scientific profession is changing.

The discussion was moderated by Andrey Reznichenko, Head of the TASS Science Desk and a member of the VYZOV Prize Scientific Committee. Using statistics, he confirmed that public interest in science is immense: “Our monthly audience is 4–5 million unique users. That is a colossal audience for a news agency. It shows that science is very much in demand — and almost every branch of science interests the public. According to our internal stats, science outperforms sports in popularity, slightly trails crime news, and beats international and economic stories.”



Vera Vil’, a laureate of the VYZOV Prize for Future Technologies and Head of the Industrial Chemistry Laboratory at the Zelinsky Institute of Organic Chemistry of the Russian Academy of Sciences, noted that a career in science seems unattainable only until you take the first step. The further you go, the easier and… more exciting it becomes: “I hope that the popular science lectures I give are motivating. Even if they spark just one person to read up on general or organic chemistry, I’ll consider my goal achieved. And even more so if after a lecture someone decides to dedicate their professional life to chemistry. Scientists are not some people in ivory towers who got there by mysterious means, who don’t walk the earth, ride the subway, or live in some parallel world. It’s important to show that anyone can get into science.”



The Vyzov Foundation’s session at the Future Technologies Forum went with a bang, witth not only a lively discussion but also dazzling chemistry demonstrations. Artem Oganov, chemist and Chair of the VYZOV Prize Scientific Committee, showed that while smoke can exist without fire, success — whether in science or its popularization — is impossible without a spark in the eyes and love in the heart: “A science communicator is a translator fr om the language of formulas to the language of meaning. A bad translator just generates noise. A good translator opens up new worlds to others, and that benefits humanity.”



Olga Petrova, Deputy Minister of Science and Higher Education of the Russian Federation, stated that during the Decade of Science and Technology, much is being done to engage broad audiences with science, and positive results are already visible: “74% of parents want their children to be involved in science. That shows we are doing things right. And this is not only thanks to our efforts but also to scientists, university rectors, colleagues from RAS institutes, Rosatom, Roscosmos, Rostec, and other organizations. This is the very force that allows us, by joining efforts, to elevate our science higher and higher.”



Natalya Tretyak, CEO of the Vyzov Foundation, spoke about new role models for young people. She is convinced that scientists are stars, and making them shine is an important mission, and a true challenge: “If we look at scientists, we see bright, extraordinary individuals who are passionate about their work and dedicate their lives to it. They are true altruists who make our lives better every day, but few people know about them. That is completely wrong. We absolutely must talk about these people.”

Albert Efimov, Vice President and Director of Research and Innovation at Sberbank, highlighted the role of a credible, competent scientific community in a changing world: “Science is becoming more complex, and on top of that we now have artificial intelligence, the microscope of the 21st century. AI helps accelerate research, but in some disciplines we are already seeing what is called AI slop, which clogs up science. This problem creates enormous risks. The only thing that can help us preserve science amid shifting scientific perceptions is a community that maintains scientific reputation.”



Natalia Popova, First Deputy CEO of Innopraktika, emphasized the need to balance outreach with research: “Before you communicate something to an audience, you must first understand why you are doing it. Self-admiration benefits no one — neither a scientist nor anyone else stepping into the spotlight. When we enable scientists, especially young ones, to become popular, it is crucial that they continue their research, understanding that this is their strength and foundation for success. That they love not themselves in science, but science in themselves. So they don’t develop a desire to abandon research and only lecture from high podiums — their scientific knowledge and scientific career path must remain central.”



Alexander Tsypkin, writer and screenwriter, believes science can become trendy if presented in an engaging way. Writing a book, even an interesting one, is no longer enough. New formats that appeal to wide audiences are needed: “Being a scientist should be sexy. So that when a girl at a bar asks a guy, ‘What do you do?’ he says, ‘I’m a scientist,’ and she replies, ‘Cool, I want to start a family with you.’ That is what will work — because today that kind of reaction is more likely for a crypto trader. We need to show that science is trendy. A book reaches maybe 2–3 million people in the country at best. We need to produce TV series, popularize science on social media and across different channels.”



Alla Sigalova, choreographer and actress, proposed bringing science to the theater stage and turning it into a show — not just flashy, but filled with meaning and emotion: “I suggest starting with theater. Create a show about scientists, about their love, with dancing and singing, so that huge crowds come. But I also want to say: popularization is not simplification — these are completely different things. On the path to simplification, we have reached a point wh ere we forget that all learning requires effort, sometimes a huge effort, with self-denial and great challenges. It is very important to instill in children a desire to work, not just to be entertained, and to explain that it’s not always fun and games.”



Sofiko Shevardnadze, journalist, author, and host of the projects Sofiko’s Challenge and Simply Complex, is confident that everyone can find something interesting and useful in both science and art: “It is not true that only a small niche is interested in science or art. Because if you allow science and art to expand in format, so to speak, a different audience is drawn in. We try to engage people with science through art and vice versa. I think what holds our project together — bringing together great scientists and great artists — is love. Love for what you do and love for the people with whom you want to share what fascinates you.”