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Body Positivity: The Commodification of Self-Acceptance Movement

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The body positivity movement that once started to make people with extra weight feel confident in their own skin has long lost its true purpose. With social media at boom and brands using anything in trend to sell their product, the diminishing movement has transformed into a hashtag for influencers to grasp more likes and a tagline for brands to advertise their outputs.

With all the blaze surrounding body positivity movement, things have surely taken some good turn. Not very long ago, media, TV, and commercials showed only a very small section of the body types. Now magazines and ramps are opening doors for plus-size women.

But what really is body positivity? Are the brands actually conveying the message behind the movement? And is body positivity truly commodified?

What is Beauty?

What exactly does the word plus mean? Plus means good when used as a noun; plus means optimistic when used as an adjective; but when the same plus is used in the context of body type, plus somehow becomes a stereotypical stigma. It begins by implying that someone plus-sized isn’t ‘beautiful enough.’ So who gets to say what these perfect bodies and beauty ideals are?

Social media influencers, ramps, and brands have collectively cultivated the body image problem, and then exploit them for skyrocketing their business. If observed closely, it gets evident how the standards of beauty are introduced to us from a very young age.

For girls, Barbie doll defines good look; slim, fair, and tall. When grew a little older, makeup brands showing fair and spotless models expounded the ideal skin. Ramps elucidated the perfect height and body type. Anyone who didn’t fit into these idealized skin and shape was made to feel less.

Impacts of the Unrealistic Beauty Standards

A research’s staggering report published in the Body Image journal dictates that the insanely unrealistic body proportion of the Barbie dolls lowers the self-esteem of young girls between the age of 6 to 8 and they complain about their own natural body not being good enough.

Another research found that images of models, very strongly impact adolescent girls’ perception of ideals weight, and body shape. According to the results, 69% of the girls are influenced by the perfect body shape depicted in the magazines.

Social media and brands have cultured a noxious relationship between us and our natural bodies. But now these same brands are latching out and woke the new movement of body positivity, flaunting plus size models just to sell us a whole new set of products.

A study conducted amongst 2000 women showed that a staggering 89% of the women feel that their body shape is not represented in the main street fashion industry. 74% of the women in the US feel self-conscious when looking at themselves in the mirror. More than half of the 13-year old girls in America are unhappy with their bodies, by the age of 17, the percentage shoots up to 80%.

What Actually is Body Positivity Movement?

Though today body positivity has turned into more of a buzzword used by brands to sell their latest collection; its history is deeply entrenched in revisionist social justice and radical body acceptance. Originally emanated by the 1960’s fat acceptance movement, body positivity is the movement created for embracing marginalized bodies, especially “fat, Black, queer and disabled bodies” says Chelsea Kronengold of the National Eating Disorder Association.

The movement largely encouraging plus-sized women to accept their bodies soon began to steam up on platforms like Facebook groups and Tumblr. Here women suffering from the social stereotype of body shape discussed their problems and how their looks were preventing them from being treated like everyone else. But with the rise of influencer culture, the plus-size model started utilizing the movement to promote acceptance of body positivity on platforms like Instagram, gathering support from the followers.

But plus-size models weren’t the only ones using these hashtags for publically preaching love for their natural bodies. Super skinny influencers also championed body positivity hashtags, flaunting the parts of their bodies which they adjudged to be ‘flawed.’ Despite being inherently correct, these models exhibiting their love handles, hip dips, cellulitis using #bodypositivity was completely contrary to the initial movement’s motivation which focused on acceptance of marginalized bodies.

The Commodification of Body Positivity

In a world ruled by capitalism, the organic social justice movement challenging social stereotypes hovering over body image was soon manipulated, repurposed, and commodified. As brands started seeing the plus-size influencers as a profitable tool to boost their sales, models with some extra pounds were incorporated into the brand’s campaign under the semblance of body positivity.

Clothing brands love to sell the idea of self-love, accepting the body as it is and clothing it accordingly. But are they really promoting body positivity? In reality, they are doing quite the opposite.

The body positivity movement recently again sparked in 2021, challenging unrealistic beauty standards. Numerous plus-size models were hired for spreading the message, Instagram became the platform to advertise the movement. Today, there are more than 7 million posts under #bodypositivity, but most of them have nothing to do with the original idea behind the movement. This hashtag has become just another hashtag for vaunting selfies, gym-wear, and paid posts. Most of them sharing their fat-loss journey.

Body Positivity: The New Marketing Idea

For the fashion industries acceptance of plus-size models is still a long way ahead. Plus-size in the industry means size 8, the average size of women in the US in 14. For them, curvy women with hour-glass waist walking down the ramp are acceptance of women of all sizes.

Research conducted by Florida State University showed that women tend to remember brands showcasing plus-size models in their advertisement, and perhaps add the brand’s product to their shopping cart. This is the psychology the brands are cashing on, and the reason behind featuring curvier models in the name of body positivity.

One-third of the women in the US classify themselves as plus-size. The branding tactics of body positivity turned out to be immensely fruitful for the clothing brand. In the UK plus-size clothing business have almost doubled in just a decade.

© Statista 2021

There has been genuine demand for plus-size clothing and brands have catered it well. Today almost every top brand has a plus-size collection, but astonishingly they do not share the same rack as other sizes. Inclusivity is still missing in the supply of cloth, plus is mostly another section if not another shop altogether. The price range of plus-size clothes also varies from the usual sizes.

A Long Way Ahead

Today, brands are making huge money from what started as a movement of self-acceptance, but the message is yet not conveyed. We as a society still say “Wow! you look great. Have you lost weight?”

Society still has a long way to understand that beauty is not about being curvy or skinny, tall or short but being comfortable in being your own self.

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Hind Rajab and Israel’s Machinery of Denial

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On August 19, 2026, the Israel Defense Forces (IDF) finally admitted that its soldiers had fired at the car carrying five-year-old Hind Rajab and later shelled the ambulance sent to rescue her. Shockingly, this acknowledgement came 933 days after the brutal attack.

This wasn’t the discovery of new evidence but the collapse of an old lie. Palestinian witnessed and numerous independent investigators had already established that Israeli forces were present and that a tank had fired from close range. Initially, Israel denied responsibility until the evidence became impossible to silence.

In fact, Hind’s killing reveals more than one atrocity. It blatantly exposes a machinery of denial built to protect Israeli soldiers, commanders and political leaders from accountability.

The Child Left Inside the Car

Two years back, on January 29, 2024, Hind was travelling through Tel al-Hawa in Gaza City with her aunt, uncle and four cousins. The family was attempting to escape as Israeli troops advanced into the neighbourhood.

Israeli fire tore through their vehicle. Hind and her 15-year-old cousin, Layan Hamada, initially survived. Layan called the Palestine Red Crescent Society and described a tank beside the vehicle. Seconds later, intense gunfire ended her voice.

Hind was now alone among the bodies of her relatives. Emergency workers remained in intermittent contact with her as she waited in fear for someone to reach her.

She was not missing at an unknown location. Dispatchers knew where she was. Israeli forces controlled the area, and an innocent Palestinian child was still alive inside a clearly identifiable civilian vehicle.

The Rescue Israel Approved and Destroyed

The Palestine Red Crescent could not immediately send an ambulance because its workers spent hours seeking Israeli authorisation and arranging a safe route.

After numerous hours of waiting, permission was received, and paramedics Yusuf al-Zeino and Ahmed al-Madhoun drove towards Hind. Their ambulance displayed emergency lights. As they approached the car, their final radio transmission ended with an explosion.

Israeli forces remained in the area, preventing recovery teams from reaching the scene. Hind, her relatives and the two paramedics were found dead 12 days later, after the troops withdrew. The destroyed ambulance stood approximately 50 metres from the family’s car.

Israel had been informed about the medical mission. The ambulance followed a coordinated route. So, its destruction cannot honestly be reduced to a simple communication failure.

The Evidence Israel Could Not Bury

Forensic Architecture, Earshot and Al Jazeera reconstructed the attack using satellite imagery, audio ballistics, vehicle damage and 3D modelling. Their findings dismantled Israel’s initial denials:

  • Investigators mapped 335 bullet holes on the family’s car.
  • Layan’s final call captured 64 shots in six seconds.
  • Audio analysis placed the shooter only 13 to 23 metres away.
  • The firing position provided a clear view of the vehicle and its passengers.
  • Satellite images showed vehicles consistent with Israeli Merkava tanks nearby.
  • The ambulance damage matched the impact of a 120mm tank round.

The evidence did not describe distant or uncontrolled fire. It placed an Israeli tank close enough for its operator to see the people inside the car, including the children.

The ambulance wreckage told the same story. Its damage, the direction of impact, and the Israeli tanks visible in the area all pointed towards heinous Israeli fire.

Denial Was Part of the Crime

Israel first claimed that its troops were not present at all. When satellite and audio evidence contradicted that assertion, official explanations shifted towards uncertainty, possible crossfire, and failures of coordination. But now, the Israeli military eventually admitted that their soldiers fired at the car and that a shell was later directed at the ambulance.

This changing story was definitely an effort at damage control.

Israeli blunt denial forces Palestinian families to prove every killing while grieving their dead. It delays international anger and allows governments to continue supporting Israel while pretending that the facts remain unclear.

Moreover, the United States has helped sustain this system. Washington continued supplying Israel with weapons and diplomatic protection while treating Israeli internal reviews as credible. Palestinian evidence was subjected to endless suspicion; Israeli claims were granted patience and authority.

Hind Must Be Remembered as a Child

Hind’s recorded voice has become one of the most recognisable sounds of the Gaza genocide. Yet she must not be reduced to a recording, a film or a symbol.

She was an innocent Palestinian child waiting for adults to save her. The rescuers came only after securing permission, and Israel brutally killed them too. Her family then spent more than two years watching the truth treated as a dispute.

By now, more than 73,000 Palestinians have been killed in Gaza. Most cases will never receive comparable forensic attention. Palestinian families should not need satellite images, international campaigns, and hundreds of bullet holes before the world agrees to believe them.

The Truth Never Needed Israel’s Permission

Israel’s admission did not make the Palestinian account true. It had always been true.

Hind’s trembling voice, the shattered ambulance, and the bullet-riddled car preserved what Israel tried to deny. Justice now requires an independent international process capable of prosecuting everyone responsible—not another internal investigation designed to bury accountability after failing to bury the evidence.

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Gaza Is Running Out of Graves

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When 20-year-old Omar al-Sawhi tried to bury his father in Gaza City, he found no affordable space. The cemetery was crowded with fresh graves, many identified only by stones and torn pieces of paper. Unable to pay for a new plot, the family eventually buried Mohammed in his own father’s grave.

This is what Israel’s brutal genocide has done to burial in Gaza. Palestinians are being killed faster than graves can be prepared. Cemeteries have been completely bulldozed, bodies remain beneath ruins, and families bury relatives beside tents and hospitals. In fact, Israel has denied Palestinians safety in life and dignity in death.

More Deaths and Fewer Places to Bury Them

Israel has killed more than 73,000 Palestinians in Gaza since October 2023. Thousands more are missing beneath destroyed buildings. Even after the October 2025 ceasefire announcement, at least 1,200 Palestinians have been killed.

Each body requires recovery, identification, and burial. Yet Gaza had only about 60 cemeteries before the genocide, and many were already close to capacity. Israeli attacks and movement restrictions have made much of the remaining land unusable.

Consequently, families must search for a grave while mourning relatives killed by the same military that destroyed the places meant to receive them.

Israel Has Erased Gaza’s Cemetery Map

Gaza’s Ministry of Endowments says more than 40 cemeteries have been destroyed by Israel. A wider assessment by Euro-Med Human Rights Monitor examined 62 official burial grounds and found the following:

  • 39 cemeteries destroyed
  • 19 partially damaged
  • Only four largely intact
  • 93.5% damaged or destroyed overall

Every official cemetery in Rafah was destroyed. Moreover, all 24 cemeteries in Khan Younis were targeted, as were all 10 in North Gaza.

This scale cannot be dismissed as scattered genocidal damage. Cemeteries preserve names, family histories, and generations of Palestinian connection to the land. Their destruction attacks the dead and Palestinians’ historical connection to the land.

Gardens, Schools and Hospitals Became Graveyards

With established cemeteries full, destroyed or behind Israeli-controlled lines, Palestinians have buried relatives wherever earth remains available. Graves have appeared in gardens, hospital courtyards, school grounds, displacement camps and beside tents.

Many have no proper headstones. Families use masonry from destroyed homes, corrugated metal, or handwritten paper to preserve a name. Another Israeli strike, heavy rain, or exposure can remove the only marker.

Even one Khan Younis cemetery contained about 60 graves when the genocide began. It now holds approximately 6,000. At the height of the killing, a gravedigger prepared as many as 35 graves in one day. Whole families, including babies and children, sometimes arrived together.

Even a Grave Has Become Unaffordable

A prepared grave can now cost between 700 and 1,000 shekels, approximately $235 to $335. Families stripped of homes, work, and savings cannot afford it.

Some reopen an older relative’s grave, while others share burial spaces or leave graves unfinished because cement and stone are scarce. Israel has impoverished Gaza and made burial another ordeal.

The Dead Are Returning Years Later

Some funerals held in 2026 are for Palestinians killed in 2023. In August, Gaza buried 112 members of the al-Hasayna and Abu Sharia families, whose remains had been trapped beneath destroyed residential buildings in the Sabra neighbourhood.

Moreover, Palestinian authorities said the November 2023 Israeli attack killed 308 people. Of the dead, 153 remained under the ruins. Gaza’s Civil Defence workers with limited machinery spent 17 days searching before recovering 112 remains. Their families waited nearly three years for a grave.

Another funeral was held on August 20 for 50 recently recovered Palestinians from three families. Authorities have also recovered 529 remains from seven mass graves created in hospital grounds.

Thousands Remain Beneath the Rubble

Gaza Civil Defence estimates that approximately 8,500 people remain missing beneath destroyed buildings. Recovery teams lack excavators, fuel, forensic laboratories and safe access to Israeli-controlled areas.

Evidently, around 68 million tonnes of rubble cover Gaza. It contains unexploded weapons, possessions, human remains and evidence of how people were killed. Crushing or removing debris without forensic care can fragment bodies, erase identities and destroy evidence needed for future prosecutions.

Families may know where someone disappeared but wait years for a body. Without remains, there can be no final funeral, confirmed grave, or certainty that the missing person has been found.

Destroying Graves Is Another Form of Erasure

In January 2026, Israeli forces bulldozed al-Batsh Cemetery east of Gaza City. Exhumation of more than 700 bodies was also documented. Remains were mixed, and the landscape was altered so severely that families could no longer locate previously marked graves.

Cemetery destruction also obstructs the process of justice. When bodies are moved, mixed, or crushed, investigators lose information about identity and cause of death. The state responsible for the genocide is damaging the physical record of its crimes.

The Graves Will Testify

Israel has turned homes into tombs and hospitals into mass burial grounds. Yet every recovered name and makeshift marker resists its attempt to erase Palestinian identity.

Gaza may be running out of graves, but Israel cannot bury the truth. The dead remain evidence, and their families continue demanding the dignity and justice that were denied to them.

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Settler Terror and the Theft of Palestinian Water

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Settler occupation has been a long-standing mechanism of Israel to illegally occupy Palestine. For instance, in Fasayil, Israeli settlers diverted a spring that irrigated Palestinian fields. In Qusra, settlers surrounded numerous Palestinian homes and cut residents off from essential supplies.

These are not isolated attacks by uncontrolled extremists. They are part of the Israeli strategy to seize Palestinian resources, terrorize families, and make remaining on their land increasingly impossible.

The weapons include bulldozers, water pumps, roadblocks and an occupation system that protects the aggressor while restricting the victim.

Fasayil: A Palestinian Spring Becomes a Settler Attraction

For farmers in Fasayil, in the Jordan Valley, the spring sustained crops, jobs and household survival. Settlers captured that lifeline by diverting its water into a pool promoted as an Israeli attraction.

A pipeline belonging to Palestinian farmer Saad Nemer was also seized in June. Water that once nourished Palestinian fields was redirected towards the settler-controlled site while nearby homes and farms faced extreme shortages.

So, the sequence is deliberate. Farming becomes unviable, and families face pressure to leave. The emptied land can then be absorbed into expanding Israeli control.

Qusra: Besieged Inside Their Own Homes

In Qusra, south of Nablus, more than 15 innocent Palestinians, including two children, were trapped in three homes for nearly a week. Settlers blocked food, medicine, and other necessities while residents lost water and electricity.

The Israeli military declared a closed zone and removed a makeshift settler tent. Soldiers later withdrew, but settlers remained with chairs and blankets outside the homes. The Palestinian families were still besieged.

Palestinians were imprisoned inside houses they owned while Israeli trespassers occupied the surrounding land. Even US Ambassador Mike Huckabee, a vocal supporter of Israeli settlements, described the perpetrators as “Israeli terrorists”.

His condemnation came only after international attention. It did not challenge the occupation system that allowed the siege to happen.

The Numbers Destroy the “Few Extremists” Excuse

By July 23, the UN Office for the Coordination of Humanitarian Affairs had documented the following:

  • More than 1,330 settler attacks across 250 Palestinian communities during this year.
  • An average of more than six attacks per day.
  • About 880 Palestinians injured, including 720 injured directly by settlers.
  • More than 18 Palestinians killed in settler-related incidents.
  • Approximately 160 water and sanitation structures damaged, destroyed or seized.

OCHA recorded another 38 attacks in one August week. In Tuba, Masafer Yatta, settlers injured five Palestinians and destroyed three homes, displacing 23 people, including 14 children.

Violence continues until communities become too isolated, impoverished, or frightened to remain.

Water Is Being Used to Empty the Land

Without reliable water, families cannot drink safely, cultivate crops, raise livestock, or maintain adequate sanitation. Attacking water ultimately damages an entire community at once.

Reports found average Israeli consumption at 247 litres per person daily, three times the 82.4 litres available to Palestinians in the West Bank. In Palestinian communities disconnected from the grid, daily consumption can fall to 26 litres per person.

Nature did not create this inequality. Israel controls infrastructure, drilling permissions and access to major sources. Israeli illegal settlers reinforce that control by attacking tanks, pipelines, wells and repair crews.

In January as well, settlers repeatedly attacked the Ein Samiya wells, damaging control equipment and cables. Workers attempting repairs were threatened and assaulted. The disruption affected a principal water source for about 20 villages and an estimated 100,000 Palestinians in eastern Ramallah.

Displacement Without an Expulsion Order

By June, more than 1,000 settler attacks had displaced over 2,200 Palestinians in 2026. Even Ras Ein al-Auja, one of the Jordan Valley’s largest Bedouin communities, was emptied after years of threats, livestock theft, water restrictions and violence. Moreover, about 600 residents were displaced in January.

Palestinian families may leave without receiving a formal expulsion order. They go because settlers seize grazing land, destroy water tanks, invade homes and threaten children. But then Israel portrays their departure as voluntary.

However, there is nothing voluntary about choosing between displacement and living without water, livelihood, or safety.

One Israeli Project Across Palestine

Gaza and the West Bank face different intensities of the same Israeli project. Gaza endures genocide, siege, and territorial fragmentation. Meanwhile, the West Bank confronts settlement expansion, military raids, settler terror and the steady theft of land and water.

Both aim to weaken Palestinian society and prevent a free, connected and sovereign Palestine. The International Court of Justice has concluded that Israel’s continued presence in the occupied Palestinian territory is unlawful.

Yet foreign governments continue issuing statements while Israel changes reality on the ground.

In a nutshell, a stolen spring in Fasayil and besieged homes in Qusra tell the same story. Settlers take the resource, the occupation protects the seizure, and Palestinian families are expected to disappear completely.

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