Here we analyze public communication of neuroscience, in general, and social neuroscience, in particular, as well as the circulation of its particular discourse in mass media. We discuss particular issues of neuroscience communications in the context of science popularization. As an example, we offer an analysis of neuroscience coverage in a national newspaper of widespread distribution and conclude that even though news articles on social neuroscience do not represent a significant proportion of scientific reports in the press, they are important platforms to disseminate neuroscientific accounts of social processes. This is especially so as regards the topics of interpersonal ties and emotional mechanisms, two concepts traditionally dominated by the social sciences. Finally, we offer some recommendations for bridging the gap between academic research in the field and its popularization.