The Oklahoma Racist Fraternity Chant, isolated incident, or indicative of wider racism

When you see the story about the Oklahoma Fraternity's racist chant, what does it suggest to you?

That the students doing the chant are racist or are doing something racist and that's it?

Or does it suggest that there is more racism than just what one is witnessing, because the chant had to be written by someone, had to be learned, seems to have been practiced, seemed to even have been participated in by adults.

I'm not asking which is proven, I'm asking which do you think is more likely?