By combining 辱 (humiliation) and 骂 (scolding), you get 辱骂 (rǔmà): to scold in a way that is intended to humiliate and disgrace the target.
The weight of 辱骂 (rǔmà) is deeply tied to the cultural concept of 面子 (miànzi), or “face.” In Chinese culture, “face” represents a person's reputation, social standing, and dignity. It is earned through success and proper social conduct and can be given, saved, or lost. 辱骂 is considered one of the most direct ways to make someone “lose face” (丢脸, diūliǎn). It's a public or private act of stripping someone of their honor. This contrasts with Western cultures, where insults might be seen as offensive but perhaps not as a fundamental attack on one's social existence. While an American might “shrug off” an insult, a public 辱骂 in a Chinese context can be a grave offense that damages relationships and social harmony (和谐, héxié) irreparably. It's not just “mean words”; it's a social weapon.
辱骂 (rǔmà) is a relatively formal and serious word. You are more likely to encounter it in written contexts or serious discussions than in casual conversation.
In everyday, informal arguments, people are far more likely to use the simpler verb 骂 (mà). For example, “别骂我了! (bié mà wǒ le!)” - “Stop scolding me!” Using 辱骂 in such a casual context would sound overly dramatic.