Amazon Executive Faces Criticism Over Palestine Map Necklace

On 14 October 2024, a video featuring Amazon Web Services (AWS) executive Dr. Ruba Borno ignited controversy after viewers noticed her wearing a necklace shaped like the map of pre-1948 Palestine with a Palestinian flag.

The pendant, displayed in a promotional video for Amazon’s annual re:Invent 2024 conference, has led to accusations of political messaging, drawing strong reactions amidst the ongoing genocide in Gaza.

Social Media Response

Critics condemned Borno’s jewelry as a political statement supposedly supporting Palestinian claims to Israeli territories. Backlash grew as social media users urged a boycott of Amazon over Borno’s inappropriate national identity expression.

These groups also voiced frustration, linking Amazon’s choice not to address the pendant with perceived insensitivity to ongoing regional conflicts.

Amazon’s Statement

Amidst the backlash, Amazon removed the video from its channels, responding with a statement emphasizing the company’s stance of neutrality regarding the Israel-Palestine conflict. Amazon clarified that the video and Dr. Borno’s appearance were not intended as political statements.

Additionally, the company highlighted its commitment to supporting employees affected by the conflict but did not specifically address the pendant or the reactions it elicited.

Symbolism Behind the Pendant

The outline map of historic Palestine depicts the geographical region prior to the establishment of Israel in 1948 and symbolizes Palestinian claims to land and self-determination. After the creation of Israel, Zionist forces forcibly displaced approximately 750,000 Palestinians, capturing 78% of historic Palestine. The remaining 22% is now recognized as the occupied West Bank and the besieged Gaza Strip.

Around 7 million registered Palestinian refugees currently reside in camps throughout Palestine and neighboring countries, making this one of the longest-standing unresolved refugee crises in the world.

People commonly wear jewelry and clothing featuring the map of historic Palestine, such as necklaces and T-shirts, as symbols of solidarity with the Palestinian cause. These items often showcase detailed representations of the map’s borders and cities. These items serve not only as personal expressions but also as broader statements of support for Palestinian rights and identity.

Why the Backlash?

The slogan “From the river to the sea, Palestine will be free” holds significant meaning for many Palestinians, representing their quest for self-determination and sovereignty over their historic lands. It embodies aspirations for freedom and equality, calling for the establishment of a Palestinian state that spans from the Jordan River to the Mediterranean Sea. For many, this phrase serves as a symbol of hope for liberation and justice amid ongoing occupation and disenfranchisement.

However, the slogan’s interpretation has sparked controversy, particularly among Israelis who perceive it as a challenge to Israel’s right to exist. This divergence in understanding highlights the complexities of the Israeli-Palestinian conflict. While Palestinians see the slogan as a reflection of their identity and aspirations, many Israelis view it as threatening.

Amazon Boycotts

Pro-Palestine activists have previously boycotted Amazon for its technological support to Israel, which they claim aids the ongoing genocide. According to Geek Wirem the tech giants Amazon and Google, participated in a $1.2 billion initiative, known as Project Nimbus, which aimed to provide cloud services and data infrastructure for the Israeli government. Originally launched three years ago, Project Nimbus had already sparked protests, but concerns intensified amidst Israel’s ongoing and devastating conflict in Gaza.

Workers had protested the deal between the company and Israel earlier this year. Protesters expressed serious concern over AI technology potentially being used to aid in warfare, including guiding drones and conducting bombing operations.

As public conversations about the Palestinian struggle and human rights continue to evolve, the way companies navigate these sensitive topics will likely shape their corporate culture and public perception. The debate surrounding Dr. Borno’s necklace serves as a reminder that personal expressions of identity are integral to understanding our shared humanity, and that fostering open dialogue can lead to greater understanding and inclusivity in the workplace.

Watch the video here: