Shaming language is where one person, who is in disgareement with another, relies on not only a misrepresentation of reality - but one that is (or should be) considered by most of society as a shameful position.
For example, feminists use this tactic to force an opposer into silence.
Let's say you and I were in disagreement.
I might make the factual observation that feminism - as a movement - has done a lot to put women above men, socially and legally.
You, in response, might accuse me of being a misogynist. We both know it's not true - as I don't hate women. But, the intention on your part isn't to determine whether I do hate women or not - it's purely to get support from the rest of society by simply making the allegation, thus putting me on the backfoot, on the defense, forcing a change of conversation from the original topic into a defensive discussion whereby I have to explain (thus changing subject) why and how I am not a misogynist.
Regardless, the reality is that it is a lie - it is an effort to silence the opposition - and it is done using underhanded techniques. However, it is also quite standard in feminist practise.