This paper explains how social norms are changed by oppressive speech. Mary Kate McGowan (2019, 2012, 2009) has argued that norm shifting is an effect of any move within a norm governed activity. Thus, moves in a conversational game change the norms of that game. McGowan also argues that individual acts can be parallel moves in multiple games at once. This paper identifies and explains a phenomenon called carry-over effect. I argue that parallel moves are insufficient to account for carry-over effects. The solution is a hierarchy of games. Specifically, a conversational game is embedded in a larger social game. Each game has a separate but related set of roles for participants and targets. I show how this provides a solution to the problem of carry-over effects. In particular, I argue that the idea of invited inference explains the fallacious reasoning that audience members employ in order to export conversational low-power roles to corresponding social roles. I discuss two candidate mechanisms that explain an incremental shift in social norms: a Bayesian rule of belief/attitude updating and an associationistic rule between the target and low-power roles based on group-membership. I conclude with brief remarks on the conditions under which harmful norms can spread, become dominant and persist.