We name things based upon how we feel about them. We also feel about things based on how we've named them.
Politicians understand this. When they want to downplay the invasion of a sovereign nation, they call it an "uncontested arrival." When they justify torture of the sort that we hanged people for within living memory, they call it "enhanced interrogation technique." Language manages attitude.
Politicians and priests intentionally deploy language to guide thought. But we all do it unintentionally every day, shaping the culture with the language we choose.
This can lead to unintended consequences. We may mean to say that words should be rebutted with other words rather than with official coercion, and that the best response to speech we don't like is more speech. But the words we choose can subtly promote the understanding that words are violent acts, and therefore something suitable for regulation.