Understandings of racism are produced and circulated in contemporary networked media forms, contributing new opportunities to both extend and challenge racializing discourses, images and frameworks. This study investigated how the concept of racism is used in Finnish public debate by employing a computational text analysis technique to derive topics related to racism from a large corpus of news media content and online discussion forum comments. Our findings show that discourses about racism are different in legacy media and online platform regarding both their prominence and framings. While social media produce various discourses of ‘reverse racism’, news media connects racism to historical and international contexts. We conclude that what racism is understood to be is not only an intensely political process but also one shaped by the type of media platform, specificities of Finnish language and national ideological battles.