The National Geographic Society





“It’s right here”, was the old guard’s response when I asked him where I could find the National Geographic Society. Immediately upon entering the gates of the Shura Council Compound, I found a plaque on one of the two buildings indicating it to be the National Geographic Society. I entered the Society and began to analyze all of its aspects to determine whether or not the museum is achieving its purpose of improving the study of geography in Egypt. The National Geographic Society is not fully achieving its purpose due to several reasons. First of all, the lack of advertising is preventing the attraction of more visitors and funding. Secondly, poor organization makes it harder on visitors and researchers to find specific items they are looking for. Finally, inadequate presentation makes visits to the museum uninformative and unappealing. Consequently, the National Geographic Society is in need of funding to improve the aforementioned factors which are negatively affecting the purpose of the museum.


The lack of advertising is preventing the museum from attracting more visitors and funding thus negatively affecting the purpose of the museum. Many people are unaware of the existence of the museum which prevents them from visiting it. If people are not going to the museum, this means that they will not have the opportunity to learn about geography from the museum. For example, monthly lectures that are held in the debate room always have low attendance. Furthermore, poor advertising is preventing funding; an important factor to any non-profit scientific organization which rely mainly on government grants and donations. An increase in funding can be used to finance many aspects of the museum, including advertising, in order to improve the study of geography in Egypt. However, the small amount of visitors makes philanthropists and the government less interested in giving funds. Consequently, the Society is financially unable to advertise and thus cannot improve the study of geography in Egypt. Hiring an advertising agency to begin a campaign is necessary. Advertising through television, billboards, flyers and even emails will help attract more visitors and researchers as well as attention from government and thus help the museum in achieving its purpose of improving the study of geography in Egypt.


The lack of organization is preventing the National Geographic Society from fully achieving its purpose; as it makes it harder on visitors and researchers to find the specific items they are looking for. The internal design makes touring the museum difficult for visitors and researchers. For example, the Africa room is hidden meaning that the people that visit that room either found it by accident or were informed before their visit of its existence. Also, terrible organization of the displayed artifacts is confusing and misleading in that geological samples are placed in the Ethnography museum. Items from different eras were also grouped together in an unorganized manner. Furthermore, the lack of guides and maps makes it harder on visitors and researchers to locate specific items they are looking for. Moreover, people can potentially get annoyed and leave without knowing that the item they were looking for was there in the first place, and with a bad impression of the museum. Hiring an architect to make a new internal design is necessary. Also, hiring guides and specialists will improve organization and thus help the museum achieve its purpose.


The presentation of the museum is uninformative and unappealing. The way that the items are labeled and grouped, in addition to the showcases and the lighting, prevents the museum from improving the study of geography in Egypt. The presentation of the labels is poor; visits to the museum are not beneficial as visitors will not gather detailed information about individual items. The current showcases are very visually unappealing and do not help preserve the artifacts. This will make visitors spend less time looking at the different artifacts which is hurtful to the purpose of the museum. Poor lighting of the museum halls and showcases makes it harder for researchers and visitors to view the items clearly. The National Geographic Society needs to make some very necessary changes to its presentation. First of all, an archeologist should be hired to make the labels more informative and