Racism, as it should be, is an emotionally charged issue. Emotionally charged issues generate a lot of attention. Attention generates interest and interest generates ratings!
Remember folks, the media makes their money through advertising, which means the more people they can claim to put your ad in front of the more they can charge for that ad. It is in the financial interest of an entire industry to get you to watch, and people will watch things that get them fired up. The more that watch the higher the cost of the advertisements that air during that time and the more money they make.
Proclaiming racism is one method the media uses to make money, therefore actually trying to quell tensions is not in their best financial interests. In fact the exact opposite is the case.
So, if we really want to improve social issues, we must understand it won't happen over the airwaves. At some point we will have to realize we are all being played.....then shut off the TV or the Internet or whatever and go outside and make a friend. (And yes, I recognize the hypocrisy of the fact that I'm using the Internet at this very moment to make this point........which is why I'm logging off now....Happy Thanksgiving!!)