This chapter proves that a significant factor limiting the volume of recycling is its high price. For businesses, this price is connected to the high investments required to operate circular models. For consumers, the price is to pay a higher fee for the product. With this in mind, the expansion of recycling is associated with the development of a positive attitude toward it. This chapter suggests using semantic analysis of materials from the most cited newspapers and the social network of Russia to identify attitudes toward recycling. To determine the specifics of the image of a recyclable product broadcast through the mass media of the Russian Federation, an analysis of publications in the most popular Russian mass media and social media was carried out. A semantic assessment of the tonality of the selected publications using the multilingual sentiment method showed that most publications are negative in content, while the emotional coloring is more pronounced in informal publications on social networks. It is proposed to pay more attention to the publication of materials on successful cases and effective examples of recycling to expand the positive image of recycling and the circular economy as a whole.