He won 3 of the last 4 MVP awards, and if not for a racially charged attack by Kendrick Perkins' and some dumbass media members, he would have a MVP 4peat running right now. I think plenty of people have recognized and understand how good he is on the floor.
I agree he isn't on the same level of hype or media attention as MJ or Lebron (both in sports and non-sports media), but I think that has more to do with his personality and media approach. He's not a firebrand, he doesn't stir up controversy to steal the spotlight, and he doesn't make shitty comments about his teammate's performance or his "next team" to drive more discussion about himself. He's just built differently in that regard, and I think that has a lot more to do with the lack of media coverage and exposure, because he's just not that juicy of a story. Jokic is certainly as talented as those guys, but he has the personality of a businessman. He clocks in, does his job while daydreaming of riding horses, clocks out, and goes home to his wife and kids. I really like that about him, and I think it helps his team on and off the court. Must be nice knowing that your team's best player is not creating distractions or picking and choosing who gets traded next. Team stability is an underrated quality that Lebron and KD never seem to appreciate.