The Allure of Individual Racism

To many, individual racism is psychologically appealing.  It is convenient; it sets our minds at ease, and it allows us to focus on “them” rather than “us.”  More specifically, racism that is seen as embedded in the mindset and actions of an individual serve the following functions:

1.  Individual racism is easier to see and quantify.  It is well defined and much less abstract than structural or institutional racism.  Blaming racism on a few bad apples, such as the Donald Sterlings of the world, is much easier to do than seeing racism as a pervasive feature of both formal and informal institutional structures, policies and procedures.
2. Individual racism is easier to explain away. By viewing racism as an aberration, we can maintain whatever system we have in place.  When James Byrd, a black man, was beaten, bound, and dragged to his death for three miles behind a pickup truck in Jaspar, Texas, white residents saw this hate crime as the work of three, racist troublemakers.  Put them behind bars, and the problem is no longer a problem.  However, black residents were more apt to see this terrifying act as rooted in the historical and habitual culture of their community.
3. Individual racism absolves ourselves of guilt.  By focusing on the individual, we can put some healthy distance between ourselves and people like Donald Sterling.  When Donald Sterling’s comments were made public, criticism from “the choir” rained down in full force.  Sterling provided us with the opportunity to hold him solely accountable for his actions. 
4. Individual racism supports individualistic values.  We live in a society which is founded on values that support individualism.  Our legal and social values support individual accountability.  Hence, individual racism supports cultural values that are dear to us and place a premium on how individuals react to societal influences.
5. Individual racism is easier to sanction and mete out justice.  Consider the Sterling affair.  Recently, the NBA pressured Sterling to relinquish ownership of the Los Angeles Clippers.  Donald Sterling did just that and made 2 billion dollars by selling the team to the highest bidder.  Up to this point, the NBA is not taking a hard look at the NBA and the way it conducts business.  It is not exploring the possibility that there are more racist owners, upper-level executives, and other NBA personnel operating behind closed doors.  Rather, the NBA seems to be simply congratulating itself and its new commissioner on a job well done.