It's the psychologization of racism that's partially to blame here. Racism is intrinsic to the structure of liberal society, but the demands of Cold War anticommunism meant, more or less, sweeping this under the rug and pretending racism was a problem of 'attitudes,' ie, an individualized problem that could be solved by 'education' or 'awareness'.
This isn't of course to deny that bigotry exists at the individual level, but solving the problems racism has created for our society is a rather larger task than changing individual attitudes.