as Sapir-Whorfists, they literally want to change your mind by changing your speech. All politically correct speech comes from the idea that it is speech that colors your reality. For example, changing the term illegal alien to illegal immigrants to undocumented immigrants to undocumented noncitizen to unauthorized immigrants to undocumented migrant. the idea is that illegal alien is too harsh of a term that others the person and stigmatizes them from society so they created this euphemism to humanize this person that disgusts you. It's the same for retard, faggot, tranny and every other word liberals have a problem with. The continued progression of euphemisms is why strict Sapir-Whorf fell out of favor with a lot of academics because its obvious that the thing itself exists as it does regardless of the word people use for it.
tl;dr: they believe that words are magic and so they shout peaceful protest because that diminishes the violence (however violent) that occurs. Both for you and them.
