It's almost impossible for White people to see the racism that is ingrained in society, it subtle and if it isn't happening to them the knife is too keen to feel. A leftist paper in my town did a survey of the media many years ago. I don't remember all the statistics but one thing they noted was that if a criminal was black the odds of his race being mentioned in a news report was orders of magnitude higher. I never noticed this until I read the piece. It's a pretty fucked up thing to start noticing.
Well you kind of should take it personally. Radio, TV and print have been programming our brains to see the world through a certain lens. It's easier to see through car and toothpaste commercials or the bare jingoism of Kiefer Sutherland's 24 but learning to resist this kind of subtle programming that make us hate/fear a race of man will probably have a bigger effect than most things.