I disagree with your premise.
I don't think racism is "being kept alive and well". I think we've made tremendous progress as a nation in this area. We even have a black president.
Is there residual racism? Of course, and will be for several more generations. However, the overt expression of racism isn't tolerated anymore. I had teachers in high school who were racist and often expressed it. No more.
And is there usually a preference for people exactly like us? That's natural. We assume common values, common heritage. That will be there forever. I don't think that rises to the level of prejudice nearly as much as it used to, and people are quicker to give trust a chance.