The icon indicates free access to the linked research on JSTOR. How did the National Geographic Society end up becoming, in the words of historian Susan Schulten, “one of the most ubiquitous sources of information and images about the world in American culture” during the twentieth century? As Schulten details, the Society was formed in Washington, DC in 1888 with thirty-three scholars and scientists led by wealthy attorney Gardiner Greene Hubbard.