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How can we best engage college students in the idea of learning instead of just getting a degree?

I work at a 4 year, public university and I see a great deal of students who come to school to get their degree (which they equate to money/success) and do not care about learning. What are your thoughts on the best way to engage them in the actual process of learning. I have my thoughts, but would love to hear my fellow TEDsters thoughts.

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    Mar 27 2013: Today going to college is considered the "social norm". Students believe they have to go, even if they may not be "college material". Now I'm not saying everyone shouldn't try college, but if students are going to give college a shot , they need to stop thinking it is a prison. As a current college student, I see my fellow classmates just go through the motions of the college life. I feel students will learn more outside of the classroom. If a student was to get involved with clubs or organizations and go out to places like a homeless shelter or give a presentation on something they are passionate about, they will gain more knowledge and experience that the classroom can't teach.

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