Sadly, many people don't give a crap about what society thinks.
As for the argument that media tells us that it is bad, I actually raised a similar question regarding bullying.
Bullies are depicted in every tv show and film as being the bad guys, yet there are still countless bullies in the world. Do they view these bullies as protagonists? Kinda like Barney Stintson's view of Karate Kid.
No one is inherently a bully, no one is inherently racist, these are all learned behaviours/viewpoints from your childhood, life experiences and peers.
"No one is inherently a bully, no one is inherently racist"
These parts specifically and depending on your definitions I'd disagree. More strongly with bully, less so with racist. I think growing up in the west these days you have pretty much no excuse to be a racist, that is the belief that as a whole one or more races is superior to one or more other races.
But If you took 10 white toddlers and 10 black toddlers put them on separate islands. Gave it a long time, assuming everything went well and they made little communities. If you then introduced them to one another. I guarantee you that they'd be at the minimum fearful of one another. I don't think it's wrong to be as animals 'inherently' fearful of the unknown. The difference is living in the world we do know there is very little that is unknown between groups of people with different genetics, and so yes it's ignorance. However I can see why some people who have lived in a little English village all their life would be fearful of a lot of people from a different culture with different beliefs coming into 'their world'. Does that make them bad? I'm not inclined to say yes.