This paper describes five ways of experiencing dissemination, from distributing project products and information to experiencing dissemination as an ongoing two-way engagement aimed at bringing about change in the culture of teaching and learning. It is based on a phenomenographic analysis of interviews with developers and adopters of project innovations about project dissemination, adoption and adaptation. Engaged, ongoing dissemination activities are more likely than passive websites or publications to bring about adoption and embedding of innovations in new contexts but it is widely perceived that academic publications are more likely to be recognised and rewarded.

Keywords: dissemination, adaptation, innovation, phenomenography