"Love" and "hate" are propagandistic buzzwords. They operate on the spectrum of degeneracy.
Love = degeneracy
Hate = anti-degeneracy
Love = communism, welfare, 3rd world immigration, Marxism
Hate = anti-communism, anti-welfare, anti-3rd world immigration, anti-Marxism
It's just a code word to both, render the language to something childishly simple and make degeneracy look positively while making the opposition to it look negatively.