This chapter shows how a narrow understanding of racism guides media reactions to a 911 call made by George Zimmerman on the night he killed Trayvon Martin. That narrow understanding privileges individual racism and visible acts of bigotry (e.g. racist language) while obscuring the structural and institutional dimensions of racism. This is achieved through a pattern of communication that ostensibly masquerades as anti-racist discourse by identifying “racists” in line with the narrow definition. The ensuing discourse frustrates efforts by racial justice advocates to spotlight the role of systemic racism in such incidents.