Part of the problem is that - between mass media and the industrial exploitation of foreign workers - there's enormous profit to be made in bigoted social policies.
The money feeds the media cycle. The media cycle generates economic growth for misery profiteers. You can blame this on The Russians if you like, as United Russia has cemented itself in the foundation of this cycle of misery. But (until very recently and even then still kinda) they're bound up in the same web of systematized ethnic-nationalism as their neighbors.
The Saudis, the Turks, the Italians, the Israelis... vast economic empires are predicated on the profitability of hate.