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פרשת בהר Hurtful words kill

וְלֹ֤א תוֹנוּ֙ אִ֣ישׁ אֶת־עֲמִית֔וֹ וְיָרֵ֖אתָ מֵֽאֱלֹהֶ֑יךָ כִּ֛י אֲנִ֥י יְהֹוָ֖ה אֱלֹהֵיכֶֽם׃

Do not wrong one another, but fear your God; for I the LORD am your God.

ולא תונו איש את עמיתו. כָּאן הִזְהִיר עַל אוֹנָאַת דְּבָרִים, שֶׁלֹּא יַקְנִיט אֶת חֲבֵרוֹ וְלֹא יַשִּׂיאֶנּוּ עֵצָה שֶׁאֵינָהּ הוֹגֶנֶת לוֹ, לְפִי דַּרְכּוֹ וַהֲנָאָתוֹ שֶׁל יוֹעֵץ, וְאִ"תֹּ מִי יוֹדֵעַ אִם נִתְכַּוַּנְתִּי לְרָעָה? לְכָךְ נֶאֱמַר וְיָרֵאתָ מֵּאֱלֹהֶיךָ — הַיּוֹדֵעַ מַחֲשָׁבוֹת הוּא יוֹדֵעַ. כָּל דָּבָר הַמָּסוּר לַלֵּב, שֶׁאֵין מַכִּיר אֶלָּא מִי שֶׁהַמַּחֲשָׁבָה בְלִבּוֹ, נֶאֱמַר בּוֹ וְיָרֵאתָ מֵּאֱלֹהֶיךָ (ספרא; בבא מציעא נ"ח):

ולא תונו איש את עמיתו YE SHALL NOT THEREFORE BE EXTORTIONATE TO ONE ANOTHER — Here Scripture warns against vexing by words (wounding a person’s feelings) — that one should not annoy his fellow-man, nor give him an advice which is unfitted for him, but is in accordance with the plan and the advantage of the adviser. But lest you should say, “Who knows whether I had any intention to do him evil?” Scripture therefore states: “but thou shalt fear thy God”! — He Who knows men’s thoughts, He knows it! In all cases where it is a matter of conscience (more lit., a matter handed over to the heart), when no one knows the truth except the one who has the thought in his heart, Scripture always states: “but be afraid of thy God”! (Sifra, Behar, Chapter 4 1-2; Bava Metzia 58b; cf. also Rashi on Leviticus 19:14.)
The Gemora in Bava Metzia explains the severity of embarrassing someone!

תני תנא קמיה דרב נחמן בר יצחק כל המלבין פני חבירו ברבים כאילו שופך דמים א"ל שפיר קא אמרת דחזינא ליה דאזיל סומקא ואתי חוורא אמר ליה אביי לרב דימי במערבא במאי זהירי א"ל באחוורי אפי דאמר רבי חנינא הכל יורדין לגיהנם חוץ משלשה הכל ס"ד אלא אימא כל היורדין לגיהנם עולים חוץ משלשה שיורדין ואין עולין ואלו הן הבא על אשת איש והמלבין פני חבירו ברבים והמכנה שם רע לחבירו מכנה היינו מלבין אע"ג דדש ביה בשמיה

The Gemara relates that the tanna who recited mishnayot and baraitot in the study hall taught a baraita before Rav Naḥman bar Yitzḥak: Anyone who humiliates another in public, it is as though he were spilling blood. Rav Naḥman bar Yitzḥak said to him: You have spoken well, as we see that after the humiliated person blushes, the red leaves his face and pallor comes in its place, which is tantamount to spilling his blood. Abaye said to Rav Dimi: In the West, i.e., Eretz Yisrael, with regard to what mitzva are they particularly vigilant? Rav Dimi said to him: They are vigilant in refraining from humiliating others, as Rabbi Ḥanina says: Everyone descends to Gehenna except for three.

The Gemara asks: Does it enter your mind that everyone descends to Gehenna? Rather, say: Anyone who descends to Gehenna ultimately ascends, except for three who descend and do not ascend, and these are they: One who engages in intercourse with a married woman, as this transgression is a serious offense against both God and a person; and one who humiliates another in public; and one who calls another a derogatory name. The Gemara asks with regard to one who calls another a derogatory name: That is identical to one who shames him; why are they listed separately? The Gemara answers: Although the victim grew accustomed to being called that name in place of his name, and he is no longer humiliated by being called that name, since the intent was to insult him, the perpetrator’s punishment is severe.

Rashi explains the ending of the Gemora

דדש ביה - כבר הורגל בכך שמכנים אותו כן ואין פניו מתלבנות ומכל מקום זה להכלימו מתכוין:

Even if he is used to it and his face does not change colours it is still called embarrassing someone.
The question presented is that we have other Gemoras which seem to indicate that the great Rabbi's of the Gemora would call each other derogatory names, how was this permitted?
Here are examples where we the Great Rabbi's embarrassing one another
בעי מיניה ר' זירא מר' אבהו ירדה לו דמות חמור מהו א"ל יארוד נאלא הא אמרי ליה אין דבר טמא יורד מן השמים:
In connection to that story, it is related that Rabbi Zeira asked Rabbi Abbahu: If the likeness of a donkey had descended for him, what would the halakha have been? Would it have been permitted? Rabbi Abbahu said to him: Foolish bird [yarud nala]. The Sages already said to him that a non-kosher item does not descend from heaven; therefore, it must be kosher.
אֲמַר לֵיהּ: עֵינָא סָבָא, וְאָמְרִי לַהּ: פַּתְיָא אוּכָּמָא, מִינִּי וּמִינָּךְ תִּסְתַּיֵּים שְׁמַעְתָּא: דְּאִיגַּיַּירָא וְנַסְבַהּ יְהוֹשֻׁעַ. וּמִי הֲווֹ לֵיהּ זַרְעָא לִיהוֹשֻׁעַ? וְהָכְתִיב: ״נוֹן בְּנוֹ יְהוֹשֻׁעַ בְּנוֹ״! בְּנֵי לָא הֲווֹ לֵיהּ, בְּנָתָא הֲווֹ לֵיהּ.
Rav Naḥman responded to Eina the Elder and said to him: Eina the Elder, and some say that he said to him: Blackened pot, i.e., my colleague in Torah, who has toiled and blackened his face in Torah study, from me and from you the matter may be concluded, i.e., the explanation lies in a combination of our two statements. For Rahab converted and married Joshua, and therefore Huldah descended from both Joshua and Rahab. The Gemara raises a difficulty: But did Joshua have any descendants? But isn’t it written in the genealogical list of the tribe of Ephraim: “Nun his son, Joshua his son” (I Chronicles 7:27)? The listing does not continue any further, implying that Joshua had no sons. The Gemara answers: Indeed, he did not have sons, but he did have daughters.
How could these great rabbis do this?

https://www.sefaria.org/Havot_Yair.152?lang=bi

Look at this source how he answers the question

There are two approaches when hurt what to do.
1. Fight back
לֹֽא־תִשְׂנָ֥א אֶת־אָחִ֖יךָ בִּלְבָבֶ֑ךָ הוֹכֵ֤חַ תּוֹכִ֙יחַ֙ אֶת־עֲמִיתֶ֔ךָ וְלֹא־תִשָּׂ֥א עָלָ֖יו חֵֽטְא׃
You shall not hate your kinsfolk in your heart. Reprove your kinsman but incur no guilt because of him.
כָּל הַשּׂוֹנֵא אֶחָד מִיִּשְׂרָאֵל בְּלִבּוֹ עוֹבֵר בְּלֹא תַּעֲשֶׂה שֶׁנֶּאֱמַר (ויקרא יט יז) "לֹא תִשְׂנָא אֶת אָחִיךָ בִּלְבָבֶךָ". וְאֵין לוֹקִין עַל לָאו זֶה לְפִי שֶׁאֵין בּוֹ מַעֲשֶׂה. וְלֹא הִזְהִירָה תּוֹרָה אֶלָּא עַל שִׂנְאָה שֶׁבַּלֵּב. אֲבָל הַמַּכֶּה אֶת חֲבֵרוֹ וְהַמְחָרְפוֹ אַף עַל פִּי שֶׁאֵינוֹ רַשַּׁאי אֵינוֹ עוֹבֵר מִשּׁוּם לֹא תִשְׂנָא:
Whosoever hates any one of Israel within his heart, violates a prohibitive commandment, even as it is said: "Thou shalt not hate thy brother in thy heart" (Lev. 19.17.); but the punishment of flogging is not pronounced for violating this prohibitive commandment, as no act was committed, for, the Torah did not admonish save by hatred within the heart. Moreover, he who smites his fellow, or besmirches him with words, although forbidden to do so, there is no violation of the prohibitive commandment of "Thou shalt not hate" connected thereto.
2. Swallow

תָּנוּ רַבָּנַן הַנֶּעֱלָבִין וְאֵינָן עוֹלְבִים שׁוֹמְעִין חֶרְפָּתָן וְאֵין מְשִׁיבִין עוֹשִׂין מֵאַהֲבָה וּשְׂמֵחִין בְּיִסּוּרִין עֲלֵיהֶן הַכָּתוּב אוֹמֵר וְאוֹהֲבָיו כְּצֵאת הַשֶּׁמֶשׁ בִּגְבוּרָתוֹ

The Gemara continues discussing the meaning of the word ulbena. The Sages taught: Those who are insulted [ne’elavin] but do not insult others, who hear their shame but do not respond, who act out of love and are joyful in their suffering, about them the verse states: “And they that love Him are as the sun going forth in its might” (Judges 5:31).
המעביר על מדותיו - שאינו מדקדק למדוד מדה למצערים אותו ומניח מדותיו והולך לו כמו אין מעבירין על המצות (יומא דף לג.) אין מעבירין על האוכלין (עירובין דף סד:) מניחן והולך לו:
  • What is the best approach?
  • How do we react when we get upset?
  • Are we doing a sin, by reacting this way?

The עלי שור writes on this subject