this thread makes no sense at all, I'm not sure what point you're trying to make.
Does calling someone a 'lovely human' instantly make them a homophobe? Not by that extremely isolated example alone, no. Does it indicate that they value that person less as a human being by using a knowingly degrading word? Sure. Which is really the crux of the issue, why else would you need to tear someone down if that person did not threaten you or repulse you? What is the motivation for using such a word if not to elevate yourself above them?
To use another example, if you called someone a 'n i g g e r' but want to then follow up with .. but I'm not a racist, one would assume you were unless you could somehow come up with a valid reason for using a hateful slur against someone. In other words, justify to me why you think you can do that but avoid that label.
Is the term 'homophobe' thrown around a lot? Absolutely, as is racist, but I want a particular use case from you OP in which you think it's ok to use such slurs but avoid the term. I would argue that discomfort is fear manifesting itself in a different way. It may not LITERALLY mean you are afraid of them, but you are afraid of or hate what they represent or stand for. Why else would you need to tear it down?
I've never heard anyone make the correlation between 'pussy' and 'homophobe' in my life, and being a gay male I've been called basically everything you can think of for little to no reason and the majority of the time, it stems from fear. Perhaps you're taking the phobic part of the word a bit too literally and ignoring the shades of grey in between.
If the media is overusing or misusing a term, how does that surprise you at all? Since when does the 'media' ever really get it right? I think it's important to call out misuse of words though. People say lovely human or gay as if they mean stupid or annoying. I'm at a point in my life where I couldn't care less what someone calls me.. but I'm not the norm. There are kids who haven't even come out yet who grow up their entire lives hearing these terms to denounce or tear something down, even if the context isn't even appropriate. How do they make the distinction? How can you be ok with yourself if you ARE gay and you grow up surrounded by people who use that term to dispairage anything and everything? Do you see the danger in that?
Sometimes a spade is just a spade...