Name calling and its lack of power

Psychoanalytic writing is full of nicknames for people – Borderline, Narcissistic, Obsessional etc – and in my cockney days ‘divi’....you are well divi’ - subtext is that ‘divi’  is extrapolated from schizophrenic - a divided mind.  Although this name calling may sound immensely authoritative when issuing -  the truth is one has been loud hailered by culture (in this instance Freudian  psychoanalysis and one is parrot like  saying what one has been told to say and you feel might be the most wounding. But this name calling loses its potency when one is aware of its generalising source.