How Can Universities Convince Students That, In Reading Hard Texts, The Difficulty Is The Point?

Requiring attendance and the passage of an exam, for instance, can help. But still: “There is only one way to go on, as I tell students – and that is to go on. This is the first and greatest difficulty they face. There’s no reason for them to continue reading. There is so much else to read that is shorter, and not just aimed at them, but, in the case of their Facebook feed, tuned to their experience. Marketed to them. Why would they bother reading something that was neither for them nor about them?”