It's usually done as a strategy to try to fit in, to be "one of the good ones," or sometimes just self loathing given a signal boost by chuds in the same community.
It's saddening how many people, especially trans people, call themselves d-word-popularized-by-nazis, for example. Or marginalized ethnic group members that use the very slurs that are used to justify putting people like them into camps.
It's fucked up, but I am often at a loss for how to reach those people, or if such a thing is even possible. :doomer:
EDIT: It seems this is important enough to :freeze-gamer: that alt accounts must be mustered to rage at me about it. :jokah-messy:
You don't cure self hatred by "reaching out" to people. You can explain to them every reason why it's irrational and against their interests, and they might even agree with everything thing you say, but it's an irrational belief for a reason.