Parents saw name-calling as silly stigmatization and children were told to move on. Nasty name-calling may still erode our self esteem. Propagandists use verbal abuse to inflict serious damage.
Consider the following headlines:
“Is Kaja Kallas Putin’s disciple?” (Kas Kaja Kallas on Putini epigoon?)
“Is the parliament being made into an organization for perverts and pimps?” (Kas Riigikogust tahetakse teha pervertide ja kupeldajate organit?)
“Estonian sociology is the manure box for squirrels (also nickname for the Reform party, ed.).” (Eesti sotsioloogia on oravate sõnnikukast.)
“Sodom and Gomorrah or the World Economic Forum.” (Soodom ja Gomorra või maailma majandusfoorum.)
“Things in the especially nutty Estonian section of the Euro-madhouse are still very crazy.” (Eurohullumaja Eesti eriti põõraste osakonnas on asjad ikka päris hullud.)
“Toxic feminism proliferates in ‘tolerant’ and ‘open’ societies.” (“Sallivates” ja “avatud” kogukondades vohab toksiline feminiinsus.)
Propaganda analysts, even prior to WWII, had identified such name-calling as ‘labelling’. The descriptions can be vulgar, sarcastic or sophisticated. They’re meant to stigmatize, discredit, harm and destroy the reputation of any enemy or opponent.
The Institute for Propaganda Analysis in the pre-WWII years determined that: “Bad names have… ruined reputations… sent others to cells and made men mad enough to enter battle and slaughter their fellow man. They have been and are applied to other people, groups, gangs, tribes, colleges, political parties, neighbourhoods, states, sections of the country, nations and races.” A rather blunt analysis, but an evaluation of the damage labeling can do to a wide range of targets.