J W's are told that they are in a war.....and as we have seen in politics, once you declare war, then all rules are off..The "Godless Worldlings" are due to to be slaughtered by their righteous God. His judgement must be right so those outside must be evil and worthless..(Unless they respond to the 'Kingdom Message' of course)...They have to believe that in order to practice their faith.
Such propaganda has been used by leaders for Centuries. Hitler demonised the Jews to allow the Nazi Party Members to hate them. Such is the way of the world. As Lady Lee said so well, it is the dub who ends up being dehumanized.