From Psychology Today:

8 of narcissists’ most potent tactics:

1. Labeling
Narcissists love labels. Knowing that uttering a single word may temporarily reduce another’s sense of self or silence another can feel incredibly powerful for a narcissist. Examples include calling another person “loser,” “failure,” “stupid,” “weak,” or “needy.”

Ironically, narcissists’ labels reveal more about the narcissist than their target. One hallmark of narcissism is the frequent use of the defense mechanism of projection. Projection is when we unconsciously attribute to others feelings and judgments that we cannot tolerate recognizing within ourselves. Narcissists’ most-used labels tend to show their deepest fears about themselves.

Calling people "weak, stupid, failure".

projection.

Might as well just have his picture there.