Despite the growing interest of academia in public outreach, little is known about what university students, among who are future researchers, take away from their academic education in terms of research dissemination opportunities. In this study, we analyzed social science students' discourses on creative dissemination practices in relation to standardized dissemination practices. Our findings reveal that student's conceptions of creative research dissemination (CRD) are diverse and influenced by varying perceptions of knowledge, the public, and creativity. Discourses on CRD are also strongly linked with values such as innovation and impact on society, but the concrete meaning of these values often remains undefined. We propose rethinking the academic context at the educational level so it offers a platform for multimodal formats of research dissemination. This would require encouraging students to take a stance toward how they envision a progressive academic future.