Why settlements?

I don't understand why the American media continues to refer to portions of Israel as settlements. When Israel's enemies attacked the country, it fought back and won the war. Part of its winnings was land. Nothing different there, it's how every country in the world wound up having its present dimensions. The American media makes it sound like Israel is only borrowing the land until the rightful owners come back for it. By that logic, California, Texas, and Arizona are settlements too. And, the media continuing to refer to terrorists as freedom fighters or militant activists whenever possible is equally deceptive.