Well, discrimination, racism, and reverse discrimination (which eventually appears at some point, women rights are a perfect example), all stem from the perception of the difference between "us" and "them".
In other words, the moment when there will be no racism, is the moment when people stop separating themselves into categories based on skin color, gender, etc.
It's a problem of our whole society and they way we perceive the world around us. The media does not exist outside of the society, do not forget that