Bigotry is like pornography; everyone’s seen it, no one admits to taking part, and it’s never a victimless crime. Both appear to be popular these days — must be the Internet.
Racism is a process, not just a condition. We categorize people according to what we believe are common traits, and every time we see them validated, it reinforces the prejudice. We rarely make time for the exception that disproves the bias, preferring to see that exception as the anomaly.
It doesn’t help that it is a little easier to be a bigot these days. It used to be acceptable to hate the Russians because of the Cold War. There wasn’t any pressure to play nice or to understand them, and we persuaded ourselves that it was the system we disliked, not the people.